Holden rumoured to be parting ways with McCann, AJF tipped to be in the running
Now parked with AJF?
Speculation is mounting that Holden has brought an end to its historic relationship with ad agency McCann.
The iconic carmaker, known globally as General Motors, has awarded all of its Australian business to Melbourne-based indie AJF Partnership after an advertising review that began in October, according to rumours circulating the industry.
To date, Holden has been handing its advertising work to roster agencies, which also includes Melbourne-based agency The Bridge, on a campaign by campaign basis.
A final decision has yet to be announced, and Holden declined to comment on which agencies had made the shortlist of the review.
AJF – which is already on the roster – and McCann both said that they had not heard a final decision from Holden. Mumbrella understands that other agencies involved in the pitch have learned they were unsuccessful.
The review comes three months after the carmaker appointed a new marketing director, Philip Brook, following the departure of John Elsworth to Korean rival Hyundai.
If true, the news will come as a big blow to McCann, GM’s global agency of record, which had been making strides to improve its performance and profile in Australia since the reverse takeover by Smart in September 2011.
Last year, Holden parted ways with its media agency Starcom, moving the business to Carat.
About time Ford did the same thing. No value in Global deals for these companies that have localised product and are struggling. Better value and thinking can be gained from the indies. HAs anyone heard of the Ecoboost Falcon or how good the LPG Commodore or Falcon is? I think not!
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Yes, it has been a lengthy partnership… I worked on Holden while at McCanns back in 1997. Could the agency survive at all without Holden, I wonder?
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Nice of Holden to waste a total of five agencies’ time in the week before Xmas, with only one going to benefit from the experience.
Shows how desperate agencies are these days to bend over to get business.
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@Son of a Pitch: I don’t have any official stats on it, but I imagine 5 agencies on a pitch list hasn’t been unusual for a long time