MAZDA Australia has appointed an outside public relations agency to assist with a broad brush of roles including its strategy and execution of campaigns, event assistance and its influencer and ambassador program.

The agency, Alt/Shift, has been working with Mazda since January and assisted with the launch of the MX-5 RF model, said media and marketing bureau Mumbrella.

Mazda’s senior manager of public relations, Sonia Singh, said Alt/Shift had “extensive knowledge across digital and traditional media, an acute understanding of how to feed into an integrated marketing strategy and fearless creativity.”

Alt/Shift managing director Elly Hewitt told Mumbrella that Mazda was a “powerhouse” brand that was “progressive, clever and brave.”

“It’s exactly the kind of brand our team get excited to work on, and we’re planning for a long and prosperous partnership,” she said.

Mazda’s previous senior public relations manager, Karla Leach, together with PR manager Tony Mee, last year left Mazda to head up Nissan Australia’s PR team. They were followed by PR assistant Kathleen McMahon who consulted to Nissan before leaving the industry.

By Neil Dowling