Holden taps Special Group

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After a rigorous pitch process, Holden New Zealand has appointed Special Group to be their lead advertising agency partner. The incumbent was Ogilvy.

The pitch was protracted – running for the past six months. The contenders were Y&R, FCB and Special Group.

“We are impressed by Special’s all-round skills, their team and their fit for Holden,” said Marnie Jane Samphier, Holden NZ general manager of marketing.

“Here at Holden we have an exciting few years ahead of us as we prepare to add an unprecedented number of new vehicles to our range. And with that comes some important work in evolving the Holden brand to be in the best possible position to capitalise on that expanded line-up.

“We’re thrilled to have Special on board with us as we embark on that journey.”

Special Group managing partner Michael Redwood said: “Holden is an iconic brand, but they are also relentlessly hungry for marketing innovation. Together we are looking forward to really pushing the automotive category forward.”

Special Group strategic director Teresa Harris (who joined Special last year from US agency Crispin Porter + Bogusky) said: “It is relatively rare for a brand to have such rich, deep cultural associations. Holden has been part of the lives of generations of Kiwis and as the brand continues to go from strength to strength, we’re excited to be part of the journey.”

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