Seat appoints DDB to rev up its presence

After launching in New Zealand last year, Spanish car brand Seat has appointed DDB as its creative agency to grow its presence in the local market. DDB’s garage is now home to Volkswagen and Seat.

Seat, a subsidiary of the Volkswagen Group, has established a relationship with DDB in a number of markets around the world, including the establishment of a C14 – a dedicated agency based out of Barcelona to lead the brand’s marketing communications for Europe.

The New Zealand team will draw on learnings and expertise from across the international network and is working closely with C14 to take advantage of insights that come out of Europe and, where possible, apply locally.

James Yates, Seat New Zealand general manager, says the business is excited about the new partnership.

“The team at DDB are leaders in digital creativity and through our global partnership have a deep understanding of our brand values. Through intelligent and effective communications strategies, we are confident that we’ll be able to grow our business in the New Zealand market with great success.”

Picking up Seat’s creative account comes after DDB was appointed as Volkswagen’s creative agency in June. The Volkswagen account, previously with FCB, was given to DDB as compensation for its move to the Giltrap HQ and subsequent relinquishing of the BMW account.

Given Seat is part of the Volkswagen Group, DDB says having the two car brands under its roof is not a conflict of interest.

When FCB had the Volkswagen creative account and later won the Audi account in November last year, another Volkswagen Group subsidiary, an agency called Jolt was set up within FCB to keep the two accounts separate.

The Jolt agency serviced Audi with the assigned FCB team continued to work on Volkswagen.

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