Advertising giant WPP has teamed up with sports car brand Aston Martin Lagonda to form a global marketing services team with the aim of establishing a full marketing communications partnership next year.
The move was announced by WPP founder Sir Martin Sorrell at the Cannes Lions International Festival of Creativity, by offering Aston Martin access to talent and resources of WPP’s agency network.
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.”
Dr Andy Palmer, chief executive officer 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.”
The new unit is one of 45 WPP client teams globally to serve clients through multi-disciplinary, cross-group teams.