Maisie Mccabe
Jun 26, 2015

Aston Martin appoints WPP to global marketing account

CANNES - Aston Martin Lagonda has appointed WPP to its global integrated marketing account.

Martin Sorrell (left) and Andy Palmer: Revealed their plans for Aston Martin at Cannes yesterday
Martin Sorrell (left) and Andy Palmer: Revealed their plans for Aston Martin at Cannes yesterday

WPP will create a bespoke multi-disciplinary team for Aston Martin, allowing the car manufacturer to have access specialists in the full range of disciplines across all WPP operating companies.

One the team has been assembled it will initially look at synergies Aston Martin could achieve across the world. Next year WPP will develop a "full suite of marketing activities" for Aston Martin and its luxury saloon car brand Lagonda.

Sir Martin Sorrell, the chief executive at WPP, said: "We are very happy that Aston Martin has asked WPP to create a team to help activate its ambitious growth plan, extending its luxury marketing voice to new customers in fresh markets.

"Each client’s needs are unique, which is why we offer a tailor-made solution – and I can think of nothing more bespoke than an Aston Martin."

Aston Martin has never previously worked with an agency holding group in this way. It does not have an incumbent set of agencies but has worked with the WPP network J Walter Thompson in the past.

Andy Palmer, the chief executive of Aston Martin Lagonda, said: "Growing our brand presence into new markets and segments is critical for the success of our ‘second century’ plan.

"Just as we work with the world’s leading suppliers on our products, so with WPP we are looking to create a fully integrated marketing communications team capable of successfully driving our brand forward across the globe."

Aston Martin is the latest company to appoint a "horizontal" bespoke WPP team that straddles across the group's different operating companies and follows brands including Ford (Blue Hive).

 

Source:
Campaign UK

Related Articles

Just Published

4 hours ago

J&T Express ropes in Lionel Messi as global brand ...

The Asian delivery giant has plans of expanding its global network and establishing itself as a one-stop ecommerce specialist in the logistics supply chain.

9 hours ago

Crafty beer campaign in Vietnam swaps cheap brews ...

Vietnamese Belgian-style brewers Belgo figured out how to get people to take a chance on their more expensive, premium product.

9 hours ago

Move and win roundup: Week of November 28, 2022

Plus, news from Samsung, Xiaomi, The One Centre, Bonsey Jaden, and more to come in Campaign Asia-Pacific’s weekly round-up of account wins and people hires.

9 hours ago

It’s time to get intentional with sustainability ...

Even if climate stories are not considered ‘sexy’ by publications, comms professionals have a big role to play, according to a senior consultant at Mutant