Lucky North expands Komatsu partnership with Europe-wide PR brief

Lucky North has expanded its international client portfolio with the addition of Komatsu Europe, building on its relationship with Smart Construction, the digital arm of Komatsu, which the agency has supported since 2022.

One of the world’s leading manufacturers of excavators, Komatsu Europe joins Smart Construction as a Lucky North client, with the agency supporting both brands through separate PR and product marketing briefs.

The agency’s 10-strong team will lead a Europe-wide communications strategy focused on product innovation, sustainability initiatives and social value impact. The appointment marks a further step in Lucky North’s growth and builds on its experience in construction and manufacturing PR.

Kiran Watson, Director at Lucky North, said: “Having worked alongside Smart Construction for several years, we’ve developed a deep understanding of Komatsu’s vision for a smarter, safer and more sustainable construction industry. Expanding our partnership to work directly with Komatsu Europe is an incredible opportunity to help tell that story on a larger scale. It’s a privilege to work with such an iconic brand and one that continues to lead the way through innovation and a forward-thinking approach to all that it does.”

Chushu Wu, Corporate Branding Coordinator at Komatsu Europe, added: “We’re thrilled to be partnering with Lucky North following the fantastic work with our Smart Construction team. The team’s strategic insight, creativity and understanding of our products have consistently delivered outstanding results. As we continue to drive innovation across Europe, we’re confident Lucky North is the right agency to help us communicate our vision and strengthen our presence across key markets.”

The Lucky North team also supported the brands at Bauma in April 2025, securing live on-stand interviews and valuable media coverage at the international construction trade fair.