Sydney / Melbourne – September 2025 – Kubota, a leading global brand in agricultural and construction machinery, has appointed VML as its agency of record (AOR) for Australia and New Zealand following a competitive review. The partnership will see VML oversee all marketing activities for Kubota, including brand marketing, sponsorships, retail campaigns, and local area marketing, to build a modern and competitive brand platform across the region.
VML will deliver a connected brand ecosystem across Brand Experience (BX), Customer Experience (CX), and commerce, supporting Kubota’s strategic ambition to accelerate growth and modernize its marketing approach throughout Australia and New Zealand.
Under the new mandate, VML will collaborate closely with Kubota’s extensive dealer network to strengthen customer engagement, enhance brand experiences, and drive deeper connections across all touchpoints.
Mark Basile, Marketing Manager, Kubota Australia, said:
“VML demonstrated a deep understanding of our business and a clear vision for the future of the Kubota brand. The team’s integrated expertise will be instrumental as we evolve our marketing and build even stronger connections with our customers and dealer partners across every touchpoint in their experience with us. We look forward to a long-term successful partnership that supports our continued growth and leadership in the market.”
Vanessa Tout, Managing Partner, VML Melbourne, added:
“We’re thrilled to partner with Kubota at such a pivotal moment for the brand. Kubota is an iconic name with a proud legacy and a passionate customer base. Together we have an opportunity to create a modern, connected marketing platform that puts people first. By truly understanding what matters most to Kubota’s customers and dealers, getting under the hood of what drives their love for the brand, we’ll build genuine connections and move the business forward in ways that make a real difference to people.”
VML’s appointment represents a key milestone in Kubota’s commitment to data-driven marketing, unified branding, and enhanced corporate and trade communication across Australia and New Zealand. The collaboration is set to strengthen Kubota’s market position and support its long-term growth objectives.
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