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The Drum

Aston Martin appoints ex-Harley Davidson marketer

Markus Kramer, director of marketing operations at Harley Davidson, has been appointed by Aston Martin as its new UK marketing director.

The appointment follows last year’s procurement of Harley Davidson marketer Michael van der Sande by the luxury sports car manufacturer, and comes as Aston Martin searches for an agency to handle the launch advertising for its Cygnet city car.

The Cygnet city car has been described as a “bold step towards a new form of transportation; the luxury commuter car, a form of personal transportation that sees the company’s core values engage with a new environment.”

It is understood that the car brand, which does not currently work with a retained advertising agency, is seeking an agency with particular emphasis on digital and direct marketing.