WPP + Aston Martin to create bespoke team in global collaboration

WPP, the world’s largest advertising and marketing services group, today announced a collaboration with luxury British sports car brand Aston Martin Lagonda to create a team to provide global marketing services.

The collaboration, which covers a range of projects in 2015 with the ultimate aim of a full marketing communications partnership in 2016, was announced at the annual Cannes Lions International Festival of Creativity by Sir Martin Sorrell, founder and Chief Executive Officer of WPP.

Aston Martin, an iconic global brand synonymous with style, luxury, performance and exclusivity, will benefit from the services of a bespoke WPP team, drawing on talent and resources from across the Group’s network of expert agencies. With the team structure already under development and a number of individual projects underway, focusing in the first instance on global synergies, the collaboration will broaden and deepen towards a full suite of marketing communications activities across the world in 2016.

Sir 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.”

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.”  

Aston Martin will have access to expertise across all marketing disciplines within WPP’s operating companies.

The Aston Martin project is the latest example of the “horizontal” approach pioneered by WPP, serving client needs through multi-disciplinary, cross-Group teams. There are now 45 WPP client teams globally.

The team will serve Aston Martin’s headquarters team in Gaydon, Warwickshire, and regional offices in Europe, Middle East, Asia-Pacific, China and the Americas.