Agency

Pirelli Taps Creative Agency We Are Different to Run Social and Influencer Marketing in Australia

Published on October 16, 2026

Pirelli Australia has appointed independent creative agency We Are Different to lead its social media and Influencer Marketing in the country, per B&T.

The remit covers social strategy, Influencer Marketing and always-on content production, combining cultural insight, community thinking and an in-house production model built to move at social media speed.

“Social continues to play a lead role in building long-term preference for Pirelli, connecting the passion people have for driving with the performance and expertise behind our tyres,” said George Albuquerque, Trade and Consumer Marketing at Pirelli Australia. “Our agency brief called for a fresh approach that could bring those two worlds together in ways that feel relevant, engaging and distinctly Pirelli.”

Albuquerque said We Are Different “stood out with a clear strategy for making that connection through content people want to watch, share and engage with,” adding that the agency’s creative approach and social-first production model are helping the tyre brand build closer ties to Australian driving communities.

We Are Different’s approach will draw on Pirelli’s heritage in motorsport, premium automotive culture and off-road adventure, centering content on the people and experiences behind driving rather than the tyres themselves.

Pirelli cited Different’s lean, on-the-ground production model as a deciding factor in the appointment, saying it allows the agency to get closer to driving communities and sustain a consistent stream of content tied to their interests.

“Building fandom takes more than a regular posting schedule. It takes understanding what people care about, finding a distinctive role for the brand and making content that gives them a reason to come back,” said Stuart Terry, founder and Director of We Are Different. “We’ve built our social offering around that belief, combining earned-first creative thinking with a social-first production model that gets us closer to the action. Few brands have Pirelli’s heritage, credibility, and connection to driving culture. We’re excited to turn that into content that earns the same passion from audiences.”