Mercedes-Benz SG appoints Allison Worldwide as strategic communications partner

Singapore — Mercedes-Benz Singapore has named Allison Worldwide as its new strategic communications partner, reinforcing the brand’s commitment to deepening cultural relevance and customer engagement in one of Asia’s most competitive luxury markets.

The partnership spans earned media, influencer engagement, and social storytelling, beginning with a phased strategy centered on platforms such as LinkedIn. 

“Every story we tell and every experience we create begins with one goal: to excite our customers,” Mercedes-Benz Singapore said in their press release. 

The collaboration has already delivered its first major milestone with the launch of G-HAUS, an immersive brand experience spotlighting the iconic G-Class.

Held earlier this month, the three-day activation introduced the new G-Class line-up—including the all-electric G 580 with EQ Technology—through interactive installations, curated lifestyle experiences, and community engagement.

“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 at Mercedes-Benz Singapore.

Allison Worldwide brought strategic focus and cultural fluency to the campaign, helping Mercedes-Benz show up in Singapore not just as a product brand, but as a lifestyle and cultural influencer.

Looking forward, the partnership will focus on upcoming initiatives such as MANUFAKTUR, the brand’s bespoke customisation programme, and a series of brand activations designed to bring luxury closer to culture. 

Each initiative is designed to enhance Mercedes-Benz Singapore’s mission to deliver experiences that move people—emotionally as well as physically.

“Mercedes-Benz is a brand that sets the pace for what luxury means today—and tomorrow,” said Jeremy Seow, APAC chief operating officer at Allison Worldwide.

Mercedes-Benz Singapore has been shaping the luxury mobility landscape since 1999, with roots in the market dating back to the 1980s.

“We’re excited to partner with the brand and translate that vision into communications that are bold, relevant, and culturally attuned,” Seow affirmed. 

The collaboration reflects Mercedes-Benz Singapore’s long-term vision to connect with discerning customers who value innovation, craftsmanship, and individuality.