Pirelli Appointed We Are Different for Social Marketing
The tyre manufacturer has selected the agency to lead its social media and influencer efforts across Australia.
Updated on Oct. 14, 2026 in Marketing
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Pirelli has appointed the agency We Are Different to manage its Australian social media and influencer marketing programmes. The firm was chosen to refresh the brand's connection between driving passion and tyre expertise.
Why it matters
The partnership aims to boost Pirelli's digital presence through a new strategy for content engagement. The manufacturer is looking to better align its brand performance with an audience interested in automotive expertise.
The agency manages a portfolio of clients including FUJIFILM, Spotify, Hinge, HelloFresh Group, Sydney Water, and Kimberly-Clark Australia. This appointment follows a competitive search for a social-first production model.
The players
Pirelli
Pirelli is a global manufacturer of high-performance tyres for automobiles and motorcycles.
We Are Different
We Are Different is an Australian creative agency that specialises in earned-first campaigns and in-house content production.
The details
We Are Different will oversee social strategy, influencer marketing, and content production using an earned-first creative approach. The agency utilises an in-house production model to ensure content can be created at social media pace.
Timeline
The agency appointment was announced on 14 October 2026.
Market Landscape
The appointment follows a broader industry trend where brands seek faster, more integrated content lifecycles. By favouring agencies with in-house production capabilities, manufacturers are attempting to remain agile within an increasingly crowded digital marketing sector.
Consumers can expect to see a shift in the style and frequency of Pirelli's digital content across social channels. The new social-first approach is intended to provide clearer communication regarding tyre performance and safety for Australian motorists.
The takeaway
Marketing agencies are increasingly pivoting toward in-house models to match the rapid pace of social media content requirements. Brands looking to reach modern consumers must prioritise agility to keep pace with digital trends.
Further reading
For more on industry shifts, visit the Marketing section.
Source note: This article includes information reported by Mediaweek.
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