It has awarded the consolidated creative and media account to Thinkerbell, an agency that only started in 2017 and already has plucked Vegemite from its 74-year relationship with ad agency J Walter Thompson.

Thinkerbell, launched by Adam Ferrier, Jim Ingram and Ben Couzens, and with a minority stake held by management consultancy PwC Australia, will cover creativity, media and public relations, and digital and brand strategy.

SsangYong was relaunched in Australia in 2018, making it only slightly younger than its new ad agency.

The mission for Thinkerbell – for “thinkers” and “tinkers” – is to build the South Korean brand’s presence in Australia.

SsangYong Australia product and PR manager John Taylor told GoAutoNews Premium that the company aims to go “back to basics” and to “look at what the brand stands for” in this market.

Digital and brand marketing manager Steve Dimitrovski said in a report from media publication Mumbrella that “we were extremely impressed with Thinkerbell’s approach to building SsangYong in Australia, particularly their focus on our brand and what’s needed as an overall approach for success”.

“We look forward to growing the SsangYong business together in Australia,” he said.

Mumbrella said that the move to a consolidated account was a departure for the brand compared to its international management.

Thinkerbell managing partner Margie Reid said the model for the Australian business would “ensure a holistic approach across all facets of the business”.

“SsangYong’s passion for success and growth is wedded to building strong foundations in Australia and we look forward to working together to ensure SsangYong is a popular choice for Australians – with, of course, a dose of ‘measured magic’,” she said.

SsangYong’s new COO is former Deloitte Motor Industry Services director Chris Mandile, replacing Tim Smith who left the company late last year.

Mr Dimitrovski has taken over much of the role of its former national marketing manager Steve Maciver, who left in January to join Chinese car-maker Haval/Great Wall Motors.

Thinkerbell won the Vegemite account in 2018 and was then was appointed to run all media and creative accounts for parent company Bega.

It has subsequently won the creative account for Seafolly, creative and PR for Royal Caribbean Cruises, the media and creative for tourism group Journey Beyond.

The agency was also added to the creative roster for beer-maker Lion.

By Neil Dowling