According to Opel, the agency has been put in charge with advertising, collateral materials and market coordination. The task won't be easy, as Opel, a carmaker not so present in the marketing world, is trying to rather create than change an advertising image.
Scholz & Friends will set up a Frankfurt headquarters to better coordinate with the carmaker. It's not yet clear when the first marketing campaign devised by Scholz & Friends will become available.
“We have to put the spotlight on our strengths. We have to say what we stand for, loudly and clearly. Scholz & Friends convinced us with the way they dealt with the brand and with their creative approach that they are the right partner for us,” says Michael Hartwig, Brand Marketing director Opel/Vauxhall.
“We want to be an authentic brand in the core of the market,” he adds. “Scholz & Friends are the perfect partner to take on this challenge.”
Separately, Opel announced today it plans, as another move meant to ease the restructuring process, to change its corporate status from GmbH to stock corporation. The decision made this week pleases the carmaker's unions, who have been asking for this outcome during the harsh restructuring negotiations. The unions have agreed to EUR265 million wage cuts in exchange for an AG status.
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