Holden kicks off creative pitch for new SUV model
Holden has commenced a creative pitch to find an agency to help it launch the new Holden SUV, Equinox, Mumbrella can reveal.
The Holden creative account has sat with independent agency AJF Partnership for the past four years, who replaced McCann in 2013.
Mumbrella understands the pitch is being conducted by Trinity P3 and AJF Partnership has been approached to pitch.
While the launch campaign for the new medium-sized SUV is currently being pitched, AJF Partnership will continue to work across Holden’s other brands and retail outlets.
Commenting on the pitch, Natalie Davey, Holden’s general manager, marketing communications and digital told Mumbrella: “It’s an exciting time at Holden as we undertake our brand transformation and deliver on our promise to launch 24 new models by 2020.
“We’re looking to be bold, and at times this includes going to market to see what fresh ideas and thinking are out there.”
AJF Partnership has been behind some of Holden’s major brand work in the past twelve months, including the re-designed logo and Flume-inspired advertising campaign, which kicked off in September last year.
The new piece of work was used as the hub of Holden’s marketing as it launched five new cars in market.
Earlier this year, Holden pushed the technological capabilities of its Holden Trax, with a campaign created through mobile devices.
https://youtu.be/D1eXS3iFPf4
Mumbrella has approached AJF Partnership for comment.
The brand identity work is not good and the campaign work lacks any sense of credibility to me. Neither a smart reinvention of heritage nor a surprising new idea that invites brand re-appraisal. And the Astra premise that “I’m surprised it’s a Holden, I thought it was something better” is not a confident brand platform IMHO.
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