McLaren Automotive finalises communications roster

McLaren Automotive has completed a roster of UK and international PR agencies to help position the newly launched luxury performance brand as a leading player in the industry and UK manufacturing.

Hi-tech: launch of McLaren's MP4-12C
Hi-tech: launch of McLaren's MP4-12C

The automotive firm, spun out of McLaren Group in March this year, has handed an ongoing brief to FD to help boost corporate profile.

FD will work with top tier business media and UK-based foreign correspondents to raise the firm's profile within the hi-tech manufacturing sector. The agency will also target key stakeholders in politics and education to increase its voice in the debate around the rebalancing of the UK economy.

'Unusually for the UK, we are developing, designing and engineering our products in this country - it is vital to get that across,' said Mark Harrison, head of PR at McLaren Automotive. 'We are as much a technology firm and employer as we are a racing car company or a road car maker.'

Both the previous and current governments have talked about rebalancing the UK economy away from financial services and towards hi-tech manufacturing industries.

The firm has already announced the creation of up to 300 jobs at its McLaren production centre in Woking to build the new MP4-12C car, reportedly priced at about £175,000.

Harrison noted: 'All these jobs are based on innovative design, engineering and manufacturing, which are sectors identified by the Government as leading the UK's recovery. This is a great opportunity for us to be a leader in that field.'

FD will begin work on the brief this month, having already helped co-ordinate the launch of McLaren Automotive and the MP4-12C vehicle this year.

McLaren Automotive has also brought in Mettle PR this month to concentrate on targeted technology, design and innovation projects.

The car firm has called in agency support in key international markets. Ketchum will support the brand in North America, Ketchum Pleon recently supported its Swiss retail launch, Textschwester is backing its launch in Germany, and Performance PR has been working for the brand in the Middle East.

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