LONDON — The lubricants division of global oil and gas giant Petronas has selected Lewis as its communications partner in EMEA as it steps up efforts to build brand recognition and its reputation in the region.

Petronas Lubricants International (PLI) is the arm of the Malaysian government-owned firm that is behind Petronas’ technical sponsorship of the Mercedes AMG Petronas Formula One team, including lubricants, fuel and transmission fluids.

Lewis’ brief is to develop and deliver PR and digital campaigns across EMEA, including increasing PLI’s digital footprint in the region. The target countries for the integrated work are Benelux, France, Germany, Italy, Saudi Arabia, Poland, Spain, Portugal, Turkey, the UAE, and the UK.

The teams will also support the division as it launches products including new engine oil ranges developed at its global research and technology centre in Turin.

Petronas Lubricants International EMEA managing director Domenico Ciaglia 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 Lewis as we align PR and digital activations to communicate our quality engineering and synergy with automotive partners across multiple markets.”

Lewis associate director Kitty Lockyear added: “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.”