Vauxhall Motors chooses new consumer PR and social media agency

Vauxhall Motors has appointed 33Seconds to become its fully integrated consumer PR and social media marketing agency, following a competitive pitch process, PRWeek can reveal.

Vauxhall is stepping up marketing efforts on its SUV range, including the CrosslandX.
Vauxhall is stepping up marketing efforts on its SUV range, including the CrosslandX.

The agency takes over consumer PR duties from Kaper, which won the account in 2015; and picks up social media from Weber Shandwick.

33Seconds will be in charge of creating content for the car manufacturer's consumer-facing social media channels, running its lifestyle press office, handling community management, developing and implementing creative brand and product campaigns, as well as managing influencer relations.

33Seconds brief includes helping Vauxhall push its SUV models, including Crossland X, Grandland X and Mokka X, as well as supporting Vauxhall’s ‘confidently British’ brand positioning and its core values of being ‘British, ingenious, progressive and approachable’.

Associate director Mark Doonan will lead on consumer PR and account director Martin Fearn will lead on social.

The agency brings plenty of experience working with automotive brands and is the social media partner of other Groupe PSA auto brands Peugeot, Citroen and DS. However, Vauxhall Motors is the largest Groupe PSA marque in the UK with a 14.8 per cent market share, and its B category SUV range are market leaders in terms of sales volume, according to H1 2018 sales figures.

"After a thorough pitch process, we can’t wait to get started with 33Seconds," Vauxhall Motors marketing director Patrick Fourniol said.

"The team has proven success within Groupe PSA, which, combined with bringing PR and social under one roof, will enable us to deliver more impactful, integrated campaigns and conversations than ever before."

The Vauxhall appointment follows several high-profile wins for 33Seconds in the past year, including becoming Sky’s retained social media partner across Sky Entertainment (Sky Atlantic, Sky Witness, Sky Arts, Sky Cinema), Sky Kids, Sky Product (Sky Q, Loyalty and Mobile) and Sky Bigger Picture, its CSR arm.

33Seconds co-founder and CEO Alice Regester said the agency was excited to be adding the largest Group PSA car brand to its portfolio.

"We’ll be combining our long-standing automotive experience with our deep-rooted specialism in positioning brands as innovative and dynamic, in order to develop and deliver activity that will elevate the incredible British Vauxhall brand amongst UK consumers," she added.

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