Opel has undertaken an innovative new agency model for the brand encompassing three core values: network, always-on and challenger.
What this means is there will be more agencies than ever working with each other and independently for the next greatest campaign idea. Incumbent Scholz & Friends will work alongside Heimat creatively, but will also compete with one another on specific projects and proposals. Both agencies will continue to cover the 360-degree creation of European campaigns.
However, Opel has invited on “challengers” to these two agencies to be involved with unusual formats and different executions. Currently, that challenger is agency DoJo.
The move is an answer to shifts in the market, where digital media is more important than ever, and channel-specific campaigns are required.
“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.
The new agency method will also be adapted by Vauxhall in the United Kingdom where McCann will be joined by agency Mother London. In addition, both agencies will also be involved in the creation of pan-European campaigns.