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Opel Introduces Innovative Agency Model for Brand Communication

Oct 17, 2016

  • New line-up stands for creative excellence and digital focus
  • Cooperation with “Umparken im Kopf” agency Scholz & Friends to continue
  • Heimat joins as a new regular partner
  • Hotshot agencies such as DoJo added as challengers

Opel News - Tina Müller, Chief Marketing Officer and Member of the Board Opel Group GmbH

Rüsselsheim.  Opel will keep the pedal firmly to the metal in brand communications by introducing a new, innovative agency line-up. Previous lead agency Scholz & Friends and the agency Heimat will complement each other in future both in terms of cooperation and in terms of competition for the most creative campaign ideas. While certain tasks have been clearly assigned to a specific agency, both partners will develop creative proposals for large campaigns.


“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 model consists of three core elements: network, always-on and challenger. Scholz & Friends and Heimat will be responsible for the 360-degree creation of European campaigns and for the campaigns relating to vehicle models. In addition, Scholz & Friends will be responsible for the network and thus for the campaign rollout and pan-European cooperation between the national agencies. Heimat will create digital content including Social Media in the area of always-on communications. Furthermore, additional innovative companies, the so-called challengers, will be involved when unusual ideas or formats are called for. One of the challengers that Opel is currently already working with is the agency DoJo (“Young and bad-tempered”).


“I am very happy that, as one of the partners in the new agency model, we can play our part in igniting the next stage for Opel,” said Frank-Michael Schmidt, CEO Scholz & Friends Group. "Making further progress with the Opel brand in Germany and in over 35 other countries is one of the most exciting communication tasks in Europe.”


Matthias von Bechtolsheim, Managing Director of Heimat, said: “The process felt extremely good and right from the very first second. Demanding content-related exchange, a clear calibration of mutual expectations and no bullshit – that is just how we like it. We are happy to join such a decisive personality as Tina Müller and her highly motivated team for one of the most exciting communication tasks currently around. It is going to be good!”


“We are totally committed to Opel’s polygamous activities and hope that they will get back to us again after already having spent a first wild night with us,” added Dominic Czaja, CEO of the first challenger agency DoJo.


The new agency model is Opel’s answer to the current changes on the advertising market. The increase in digital channels and the requirements channel-specific campaigns need to meet are also included in this. The new agency model contains four key criteria: creative competition, fair partnership, a joint review of the customer journey and the challenger approach. It was developed in cooperation with management consultancy McKinsey based on an extensive, independent analysis. The new agency model will also be implemented by Opel’s sister brand Vauxhall in the UK, where Mc Cann will be joined by agency Mother London. In addition, both agencies will also be involved in the creation of pan-European campaigns.