Mercedes-Benz Singapore has appointed Allison Worldwide as its strategic communications partner to elevate the brand's storytelling efforts. The partnership covers earned media, influencer engagement, and social storytelling, first focusing on LinkedIn as part of a phased communications plan.
The collaboration marked its first milestone with G-HAUS, a three-day immersive brand experience showcasing the G-Class. The activation introduced the G-Class lineup through installations, curated lifestyle experiences, and community engagement.
“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 Darren Ng, Head of Customer Excitement, Mercedes-Benz Singapore.
Allison Worldwide will support future activities focused on promoting MANUFAKTUR, Mercedes-Benz’s bespoke customisation programme, along with other initiatives aimed at integrating luxury and culture.
The 17th edition of the MEPRA Awards announced its 2025 winners on 27 November, recognising work demonstrating strategic thinking, creativity, effective storytelling and measurable impact. The awards highlighted achievements in brand reputation, integrated communications and strategic narrative development, reflecting how agencies are adapting to a rapidly changing communications landscape.
