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WPP creates new bespoke agency for Aston Martin

WPP boss Sir Martin Sorrell is going horizontal again – no he hasn’t been over-imbibing at the Cannes Lions although he seems to be having a good time – this time by creating a ‘bespoke’ team for British luxury car maker Aston Martin Lagonda.

Sorrell says: “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 CEO Dr Andy Palmer says: “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 Martins are beautiful things but the company – most famous for supplying various James Bonds with autos – has found profits hard to come by. At one time it was part of Ford’s Premier Automotive Group which also included Jaguar and Volvo. It would have worked with WPP agencies then.

‘Horizontality’ is one of Sorrell’s big things, essentially plucking people and resources from WPP agencies to create a group tailored to the demands of particular clients. The idea stuttered big time at first – there was a particularly embarrassing aborted venture called Enfatico for Dell – but seems increasingly popular with clients.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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