NEW YORK: Luxury car brand Aston Martin has selected Porter Novelli as its AOR in China after an RFP process.
The Omnicom Group agency will promote the brand through social media, outreach to auto and lifestyle press, and consumer engagement. Its target audience will be “ultra-high-net-worth individuals in China,” the firm said in a statement. The account had no incumbent.
The agency will initially focus on launching Aston Martin's account on Weibo, a Chinese microblogging platform similar to Twitter. Porter will also support the brand's presence at the 2012 Beijing International Automotive Exhibition, which will take place this month.
Aston Martin has ramped up its presence in China in recent months. In January, the company opened its largest flagship showroom in the Pudong district of Shanghai. The following month, the automaker unveiled the Year of the Dragon 88, a limited edition model for the Chinese market. Aston Martin has seven dealerships in China, a market it entered in 2008. An Aston Martin representative could not be immediately reached for comment.
A Porter representative declined to comment on the size of the account. The agency has offices in Shanghai and Beijing.
Single malt Scotch whiskey Glenfiddich said last week that it hired Porter for global consumer work.