Aston Martin appoints WPP to global marketing account

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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.

Next year, WPP will develop a "full suite of marketing activities" for Aston Martin and its luxury saloon car brand Lagonda

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

WPP will create a special multidisciplinary team for Aston Martin, which will give the car manufacturer access to specialists in the full range of disciplines across all WPP operating companies.

Once 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.

WPP CEO Martin Sorrell 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.

In 2011 Campaign revealed Aston Martin was speaking to agencies about its integrated marketing roster after a period handling its creative services in-house.

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).

This article first appeared on campaignlive.co.uk.

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