Following a competitive pitch, GWM has appointed The Hallway as agency of record to manage brand strategy, advertising, digital, social and CRM. The incumbent agency was Havas Melbourne.
GWM is the world’s 10th largest auto manufacturer by market capitalisation and since relaunching in Australia in 2016 has built strong momentum, spearheaded by its range of GWM Utes and Haval SUVs. With a number of new model launches in the pipeline, GWM is positioning for further growth, cementing its status as one of Australia’s fastest-growing car brands in 2021.
Says Steve Maciver, head of marketing and communications at GWM: “The Hallway impressed us through the pitch process with top-class strategic thinking and creativity. Their depth of automotive experience shone through as did their practical knowledge of digital transformations. GWM is a brand that seeks innovation as a means to improve the customer experience and The Hallway’s record in this space made them the right partner for our next phase of growth.”
Says Jules Hall, CEO at The Hallway: “We are incredibly excited to be partnering with GWM. It’s a unique opportunity to be joining forces with such an impressive organisation at this stage of their growth curve. Their ambition is huge. Just like ours. Watch this space!”
Adds Maciver: “We’d like to thank Havas Melbourne for their professionalism and commitment to GWM over the past three years and are grateful for the important part they played in establishing the brand in Australia and New Zealand. We wish them well for the future.”
The appointment is effective from 1 January 2022 and covers GWM’s Australian and New Zealand businesses.
The win comes as The Hallway last week launched its new specialist performance marketing division, THPD, focused on creative content optimised for direct response digital channels.