Mercedes-Benz Singapore Appoints Allison Worldwide as Communications Partner

Mercedes-Benz Singapore has appointed Allison Worldwide as its strategic communications partner to enhance brand engagement in the market.

“This collaboration will help bring our vision to life – making Mercedes-Benz more present, more personal, and more resonant than ever in Singapore,” said a release.

The partnership will cover earned media, influencer engagement, and social storytelling, beginning with LinkedIn as part of a broader phased strategy. According to the company, the collaboration is aimed at deepening connections with luxury customers who value innovation, craftsmanship, and individuality.

The collaboration has already delivered its first milestone with G-HAUS, an immersive brand experience spotlighting the G-Class. Held earlier this month, the three-day activation introduced the all-new G-Class line-up, including the all-electric G 580 with EQ Technology. The event featured immersive installations, curated lifestyle experiences, and community engagement.

G-HAUS – Image via Allison Worldwide

Mercedes-Benz Singapore said G-HAUS went beyond a product launch, serving as a moment to bring people closer to “the adventurous, uncompromising spirit of the G-Class.”

Allison delivered its communications remit by focusing on how the brand presented itself in culture.

“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,” said Darren Ng, Head of Customer Excitement, Mercedes-Benz Singapore.

“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.”

Darren Ng – Image via Allison Worldwide

Looking ahead, the collaboration will spotlight initiatives such as MANUFAKTUR, the brand’s bespoke customization programme, and a series of activations designed to bring luxury closer to culture.

Each initiative will build on Mercedes-Benz Singapore’s mission to deliver not just vehicles, but experiences that move people—emotionally as much as physically, the brand said.

Jeremy Seow, APAC Chief Operating Officer at Allison Worldwide, added: “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.”