Grey London has been awarded Spanish automotive manufacturer SEAT’s entire pan-European communications account, with digital to play a significant role in the business. Appointed as the brand’s full 360 degree creative agency, it will be the first UK client for Grey London’s JV with Possible Worldwide.
The appointment of Grey London reflects the brand’s ambitious plans for 2012, which will see it launching several ranges and bringing to life the new ‘Enjoyneering’ positioning, demonstrating the emotional and design-led aspects of the Spanish marque, balanced with the German engineering qualities that holding company Volkswagen Group is renowned for.
Digital will be a key driver for the brand’s communications as it looks to compete with the heavyweight automotive manufacturers within its key markets, including the UK, Spain, Portugal, Germany, Italy and France. Key launches for SEAT this year will include SEAT TOLEDO and SEAT LEON in Q4, while a new online corporate identity will be introduced in Q2.
To service the business, Grey London will be providing a best-in-class offering, through its joint venture with WPP-owned sister digital agency Possible Worldwide and its in-house social marketing agency The Social Partners, thus giving SEAT access to the network’s scale and depth of digital expertise.
Chris Hirst, Chief Executive Officer, Grey London said: “For the past three years we have invested heavily in the diversification of our capabilities – including, but not limited to, digital. Winning this business highlights the abilities and resource we have here at Grey London to deliver large-scale regional and global projects in traditional and digital media.
“SEAT represents an opportunity to craft some truly creative and ground breaking work. Christian and his team have ambitions for SEAT that matches our own for bringing Long ideas to life in the market.”
Jon King, MD Possible Worldwide London, said: “The Grey team understand digital and we’re excited to be partnering with them. We have created a fully integrated team, providing best-in-class expertise across all digital platforms and channels. Aligned with an ambitious client, we see great potential to deliver innovative digital solutions across the entire network”.