Subaru shifts regional media buying account to Maxus

The Tan Chong Group has appointed Maxus to handle its regional media buying for Subaru. The duties will cut across the markets Singapore, Malaysia, Thailand, Philippines, Taiwan, Hong Kong, Vietnam, Cambodia and Indonesia.

Maxus is also tasked with creating a strategic council for campaign execution strategies for the brand. The agency was appointed following a closed door pitch and currently there is no time frame stated for the contract. Both Subaru and Maxus have confirmed the development.

The account was last held by Havas Media. The agency was appointed in 2010.

The Tan Chong Group owns 13 companies across diverse services and products and is present in 11 markets in Asia Pacific. It is the distributor for Subaru in several regional markets and Nissan in Singapore. The Nissan account in Singapore is also held by Maxus.

In an earlier conversation with Marketing, Glenn Tan, executive director, Tan Chong International said that the company has its sights set on the markets of Taiwan, Philippines, Indonesia, Malaysia and Thailand for the Subaru brand. It is also looking to target the growing mass market in these five focus markets.

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