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Published on

May 18, 2021


Brand Awareness, Branding, digital, PR, reputation

World pioneer in fluid technology appoints TEAM LEWIS to build brand sensitivity, awareness, and reputation across vast swathes of EMEA.

PETRONAS Lubricants International (PLI), a leading lubricants manufacturer, has appointed TEAM LEWIS to develop and deliver international PR & Digital campaigns across multiple regions in EMEA. TEAM LEWIS has been tasked with increasing brand recognition to fuel growth across EMEA, as well as stepping up PLI’s footprint and strategic presence in the digital landscape.

PLI manufactures and markets a wide range of automotive and industrial lubricants as part of PETRONAS, the fully integrated oil and gas multinational company ranked among the largest corporations on FORTUNE Global 500. Through a full-service integrated campaign in Benelux, France, Germany, Italy, KSA, Poland, Spain and Portugal, Turkey, the UAE, and the UK, it aims to increase its presence and reputation in the international lubricants market.

2021 Spanish Grand Prix, Sunday – LAT Images

TEAM LEWIS will support PLI as it launches a pipeline of innovative products and services to deliver on customers’ evolving needs, including co-branded, exclusively recommended ranges co-engineered alongside its OEM partners at the Global Research & Technology Centre in Santena (TO).

PLI chose TEAM LEWIS for its creativity and experience in strengthening brand recognition on an international scale, combined with local insights and knowledge in multiple regions. The program will combine PR and Digital activities to increase the visibility of PLI and its products in key markets.

Domenico Ciaglia, Managing Director, EMEA at PLI, said: “As an organisation with technology at the heart of our success, we needed a global agency rooted in innovation to support our international drive for strong brand recognition. We welcome TEAM LEWIS as we align PR and digital activations to communicate our quality engineering and synergy with automotive partners across multiple markets.”

Kitty Lockyear, Associate Director at TEAM LEWIS, said: “We are very excited to partner with a company that works at the forefront of fluid technology and is a reliable partner for world-renowned automotive brands. Our integrated central team and the local market teams are thrilled to work with the insights and knowledge PLI has gained over its century-long history, to support its brand building in a multi-channel campaign.”

2021 Spanish Grand Prix, Sunday – LAT Images

About PETRONAS Lubricants International

PETRONAS Lubricants International (PLI) is the global lubricants manufacturing and marketing arm of PETRONAS, the global Fortune 500 national oil corporation of Malaysia. Established in 2008, PETRONAS Lubricants International manufactures and markets a full range of high-quality automotive and industrial lubricant products in over 90 markets globally. Headquartered in Kuala Lumpur, PLI has over 30 marketing offices in 27 countries, managed through regional offices in Kuala Lumpur, Turin, Belo Horizonte, Chicago, and Durban.

Currently ranked among the world’s Top 10, PLI is driving an aggressive business growth agenda to secure its position as a leading global lubricants company.


TEAM LEWIS is a global communications agency built to help and inspire brands to shape tomorrow. TEAM LEWIS provides full PR, marketing, and digital services to drive tangible results for clients around the world. Its agile approach allows brands to adapt to market opportunities and win the war for relevance. Consistently named as one of the industry’s fastest-growing agencies,  TEAM LEWIS has over 500 staff across 24 offices throughout Asia, Europe, and North America.

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