B.B.E joins Holden’s agency roster following a competitive pitch for social media account
Creative agency B.B.E has today announced its partnership with Holden AUNZ, managing the planning and execution of social advertising and content for the brand, as well as leading community management.
The news follows a highly competitive pitch in 2018, and sees B.B.E join Holden’s existing agencies; The Monkeys, Special Group, AJF, Carat and Isobar.
For Holden, a key aspect of the partnership involves executing tactics that improve market sentiment — something B.B.E has been working vigorously on since taking over the account. And it’s working — with Holden noting the new strategy has contributed to a 35 per cent decrease in negative sentiment over the last six months.
Says Bianca Mundy, general manager – digital marketing and loyalty, Holden: “We’re pleased to be working with B.B.E. We knew that by choosing them, we’d be getting agility and smarts. Since joining forces, the team has completely overhauled our community management strategy — taking a bold, unapologetic approach. We look forward to maintaining this momentum over the coming months.”
Says Tim Evans, strategy director, B.B.E: “The opportunity to work with a brand as cherished and iconic as Holden is both exciting and daunting. Every Australian has an opinion on the brand, and it’s our job to channel that energy positively.”
Says Mundy: “Holden has a passionate following, and the closure of manufacturing in Australia really hit us hard on the brand’s social channels. But with B.B.E’s help, we’ve started to turn this around, using clever humour to respond to our critics, and stem the spread of misinformation about the brand.”
Adds Evans: “It’s great to have such good results so early, but we’re just getting started. We love working with such brave clients on such an important brand, and can’t wait to move some serious metal in 2019.”
7 Comments
So 35% less negative comments but 60% less engagement because people have switched off the Holden brand in droves as proven in their sales – February the lowest sales numbers since the Holden was launched in November 1948.
Unfortunately, the so-called marketing experts who loved seeing themselves on Campaign Brief or listed as an “automotive marketing expert” for Mumbrella conferences – check Holden marketing appointments from 2015 on – did so much damage to Holden that there is little hope left for the brand to be anything more than a bit player in the future.
Never forget one expert’s comments when talking about the brand “We know Australians are passionate about our brand BUT we have to change…”
Q – Are the Monkeys doing any work for Holden?
A – No.
Did some work for Holden a few years back… they are a stodgy company with underperformers in key roles. And their product stinks. Any wonder they are in the poo? Will take more than a new social agency to fix their problems.
Did they hire you for your positive attitude ?
Well done gents. Ignore the bullshit. Feather in your caps and the Holden team are stacked with great people!
Didn’t they win the SUV account a couple years back? The impression I had (not having worked on the account but by wasting too much time on industry rags) was that they have a larger remit than AJF these days. Could be wrong though.
@ correction
Best slap down eva!