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Opel Announces New Ad Agency Model

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Opel Chief Marketing Officer Tina Müller

Opel Chief Marketing Officer Tina Müller

Opel announced on Monday a new advertising agency model that will see previous lead agency Scholz and Friends joined by Heimat as a partner in co-developing proposals and campaigns. The idea behind the move seems to be to create a dynamic of both cooperation and competition between the agency, with Opel’s advertising output being the clear winner from either scenario.

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Opel’s model is composed of three elements: network, always-on, and challenger. With regards to the latter, Opel will employ several up-and-coming agencies to problem-solve for outside-of-the-box ideas and platforms, challenging the status quo of advertising.

Scholz and Friends and Heimat will be responsible for European ad campaigns and campaigns pertaining to its current vehicle lineup. The former will take charge of television campaigns, as well as cooperation with European agencies; the latter will head up social media and digital content.

The model will also be expected to live up to four criteria: creative competition, fair partnership, joint review of customer journey, and challenger approach.

“This new flexible and competitive set-up will increase our creative power across all channels and will enable us to take the Opel brand into the age of modern mobility together. I am very happy that we have managed to win over agency partners with personality and passion for the upcoming challenges,” said Opel Chief Marketing Officer Tina Müller.

“I am very happy that, as one of the partners in the new agency model, we can play our part in igniting the next stage for Opel,” said Frank-Michael Schmidt, CEO Scholz & Friends Group. “Making further progress with the Opel brand in Germany and in over 35 other countries is one of the most exciting communication tasks in Europe.”

“The process felt extremely good and right from the very first second,” said Matthias von Bechtolsheim, Managing Director of Heimat. “Demanding content-related exchange, a clear calibration of mutual expectations and no bullsh*t—that is just how we like it. We are happy to join such a decisive personality as Tina Müller and her highly motivated team for one of the most exciting communication tasks currently around. It is going to be good!”

It was announced that Vauxhall will also be adopting the same advertising model, adding Mother London to the mix with former lead agency McCann.

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