Thrive PR & Communications has landed the product launch and experiential account for EV brand BYD.
The win represents a milestone victory for the broader agency group, marking the third consecutive tender win under the unified Thrive holding umbrella. Thrive will partner closely with its corporate communications sister agency Acuity, which launched earlier this year with BYD as a foundational partner.
The agency group will handle car launches for BYD and Denza over the next 12 months, handling activations, media relations, corporate, community and government relations, creative content and fleet management.
The appointment comes on the heels of strong commercial momentum for BYD, which officially moved from market challenger to market leader in January, claiming the top spot in Australian EV sales following an unprecedented 640.9% year-on-year surge.
Work that moves the needle
BYD Australia and New Zealand chief marketing officer Kate Hornstein says the partnership comes at a critical inflection point for the business.
“BYD’s trajectory continues to outpace the market, and our ambitions have always been about more than numbers. We aim to build brands that customers genuinely connect with and with Denza, this extends that mission into another territory. Two brands, delivering meaningful cultural impact and real value for customers. We are excited to continue this work with Thrive.”
Snezna Kerekovic, Thrive Australia managing director, adds: “BYD has already proven it can disrupt the mass market. Our focus now is on building deep cultural equity for both BYD and Denza brands. We’re not just managing a standard PR pipeline, we are creating high-stakes, cultural experiences that let the product’s technology speak for itself.
“We have brought together a team of expert automotive, technology and premium brand specialists who know how to turn innovative technology into unforgettable brand experiences that drive the kind of excess earned attention that genuinely moves the needle and delivers business impact.”
The appointment marks a new chapter for the brands, with both BYD, Thrive and Acuity teams already working side-by-side to shape the long-term narrative for the next generation of EV mobility in Australia and New Zealand.
