Holden revs up digital review

By By Wenlei Ma | 4 November 2011

EXCLUSIVE: Automotive brand Holden has put its Australian digital account out to pitch, as the manufacturer continues its global media review.

The Melbourne-based account is currently held by Aegis-owned digital agency Visual Jazz, which has worked with the car company for over five years.

AdNews understands Holden has engaged pitch consultant Enth Degree to steer the process and several agencies were approached to present credentials last week.

Holden spent $2 million in online display ads in the 12 months to September 2011, according to Nielsen data. The last Interactive Advertising Bureau quarterly expenditure report estimated overall display advertising at 25% of total online spend. One industry source said Holden’s digital account is understood to be quite significant.

Visual Jazz created the Designer Spark microsite for Holden’s Barina model, winning a Bronze at last month’s Melbourne Advertising and Design Club (MADC) awards. The agency’s work for the Caprice Series II model won the Best Online Advertisement category at the MADCs.

Holden is in the midst of reviewing its global media account, currently serviced by Starcom, with Starcom Melbourne taking part in the process.

The automotive company has recently appointed brand agency Tank in Australia for below-the-line advertising duties. Holden’s creative duties are handled by AJF Partnership and McCann Melbourne.

Holden spent an estimated $54.1 million on main media in the 12 months to August 2011, up from $50.4 million in the prior period, according to Nielsen.

This article originally appeared in the November 4 edition of AdNews. Click here to subscribe.

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