Scania, a manufacturer of trucks, buses and coaches, has appointed RLA as its lead creative agency as it expands into the emerging Southern Africa market.
Scania operates in some 100 countries, and based on the recent rebrand of Scania GB by RLA over the last two years the work was secured without pitch.
RLA will be working on creating an adapted version of the UK branding suitable for the diverse Southern African market as the account covers six countries: South Africa, Namibia, Mozambique, Zambia, Zimbabwe and Tanzania.
The account will be run by the RLA Automotive account teams in the UK, using in-market partners to help fulfil larger local production projects in partnership.
Paul Smith, RLA’s strategy director, commented: “We’ve been targeting agency growth outside of the UK as it has become apparent the depth of our UK Automotive experience is becoming quite sought after in other EMEA markets.”