Mercedes-Benz SG appoints new strategic comms agency

Mercedes-Benz Singapore has appointed Allison Worldwide as its strategic communications partner, aiming to make the brand more present, personal, and resonant in the local luxury market.

The collaboration will cover earned media, influencer engagement, and social storytelling, starting with LinkedIn as part of a phased communications strategy.

In conversation with MARKETING-INTERACTIVE, Darren Ng, head of customer excitement, Mercedes-Benz Singapore said the brand wanted a partner who could match its ambition, not just in terms of capability but in mindset.

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"Allison brought a fresh perspective, a deep respect for the brand, and the courage to push boundaries. That combination made them the right partner to help us bring our stories to life in ways that excite and inspire," said Ng. 

The appointment comes as Mercedes-Benz Singapore re-evaluates its approach to modern luxury communications, aiming to unlock new creative potential and make bold, intentional moves that reflect the brand’s evolving vision. 

This is especially significant as Mercedes-Benz Singapore views communications as where strategy meets emotion. “It’s how we shape perception, build connection, and create moments that resonate beyond the car itself. For Mercedes-Benz Singapore, it’s not just about telling stories — it’s about creating experiences that make people feel the essence of modern luxury in their daily lives," said Ng. 

The partnership has already marked its first milestone with G-HAUS, a three-day immersive brand experience celebrating the iconic G-Class. The activation showcased the all-new G-Class lineup, including the all-electric G 580 with EQ Technology, through installations, curated lifestyle experiences, and community engagement.

For Mercedes-Benz Singapore, G-HAUS was more than a product launch. It highlighted the adventurous, uncompromising spirit of the G-Class and reinforced the brand’s ability to connect through experiences as much as vehicles.

“Our ambition is to tell the Mercedes-Benz story in ways that inspire and excite, while staying true to the legacy that has made the brand iconic. With Allison, we’ve found a partner who understands both where we come from and where we want to go. G-HAUS was proof of what’s possible when strategy, creativity, and courage come together – and it showed how brand moments can live far beyond the event itself,” said Ng. 

“G-HAUS was a collaborative, multi-agency effort, but Allison’s role was clear. They brought structure to the story, clarity to the message, and a deep understanding of how to make a brand moment feel personal. Beyond supporting our vision, they helped ensure that the stories created at G-HAUS lived on—across culture, media, and conversations," added Ng. 

Looking ahead, the partnership will spotlight initiatives such as MANUFAKTUR, Mercedes-Benz’s bespoke customisation programme, alongside activations designed to bring luxury closer to culture. Each initiative aims to deliver experiences that move people emotionally as much as physically.

“Mercedes-Benz is a brand that sets the pace for what luxury means today – and tomorrow. We’re excited to partner with the brand and translate that vision into communications that are bold, relevant, and culturally attuned,” said Jeremy Seow, APAC chief operating officer at Allison Worldwide.

Mercedes-Benz Singapore joins Allison Worldwide’s growing roster of clients. Earlier this year, the agency was appointed as the new PR partner for Melia Hotels International in APAC. It has also strengthened its leadership team, welcoming Kelvyn Foo as general manager of its Singapore office and Margaret Key as CEO of Allison Asia. 

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