Polestar appoints Manifest Group as communications agency of record in Australia
Car brand Polestar selects Manifest as its Australian communications agency of record.
The announcement:
Swedish electric performance car brand Polestar has appointed Manifest Group as its communications agency of record in Australia. The indy network takes on a broad-ranging brief encompassing consumer and corporate communications, with Manifest’s Melbourne team leading the charge, supported by its team in Stockholm, Sweden. The appointment comes as Polestar looks to accelerate Australia’s shift to sustainable electric mobility through its unique approach to design, technology, and innovation.
Laurissa Mirabelli, head of communications at Polestar Australia, says:
“We needed an agency that understood the nuances of our Scandinavian heritage, racing roots, and target audiences, along with the complexities of today’s automotive landscape.“Manifest demonstrated not only a deep understanding of Polestar, it brought a fresh perspective on how we can meaningfully connect with Australians. As a global agency, it brings a diversity of experience and a fresh perspective on how to address the needs and demands of the Australian market.”
Since launching in Australia in 2021, Polestar has established itself as a progressive force in the premium electric vehicle (EV) space. As the automotive landscape evolves with an increased focus on sustainability and technological advancement, Polestar has unveiled its Polestar 3 and Polestar 4 models, continuing to evolve the category with a minimalist Scandinavian design philosophy and forward-thinking approach.
Polestar’s product lineup currently includes the Polestar 2 fastback, Polestar 3 SUV and the Polestar 4 SUV coupé. Each vehicle embodies the brand’s commitment to minimalist design, cutting-edge technology, and forward-thinking sustainability initiatives.
“Polestar stands at the intersection of design excellence, technological innovation, and sustainability – values that align with Manifest’s mission to build brands that change the world,” says Isabel Thomson-Officer, managing director at Manifest Australia.
The appointment comes at a pivotal moment for both Polestar and the broader EV market in Australia, as the industry addresses evolving consumer perceptions, sustainability challenges, the recent Federal Election result, a rapidly changing macro-economic backdrop and technological advances helping Australia transition to a more renewable future. Manifest will work closely with Polestar’s communications team to develop strategies that will stand out against this backdrop, demonstrating why the brand is equipped with the expertise and technical knowledge to drive the kind of change needed to create a more sustainable environment for generations to come.
“The automotive industry is undergoing its most significant transformation in over a century,” continues Thomson-Officer. “Polestar is at the forefront of this revolution. It has some big ambitions, and we have even bigger ideas for how we can help amplify the brand’s significance in this part of the world.”
Established in 2009, Manifest opened its Melbourne studio in late 2020, joining teams in London, Manchester, Stockholm, New York and Los Angeles working as one unified team with a 24-hour creative process. The Australian market is the independent network’s fastest growing territory, with Polestar one of several new client wins that has seen revenue double in the last six months.
Source: Manifest
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Isabel Thomson-Officer
Laurissa Mirabelli
Manifest Group
Polestar
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