By Independent creative agency The Hallway has announced its decision to part ways with Chinese automotive giant Great Wall Motors (GWM). The agency, which has been managing GWM’s brand strategy, advertising, digital, social, and CRM since January 2022, will no longer handle the account. This decision comes as GWM seeks new agency partnerships to continue its growth in the competitive automotive market. The Hallway’s departure marks the end of a successful collaboration that saw significant commercial growth for GWM in Australia.
End of a Successful Partnership
The Hallway’s partnership with GWM began in January 2022, following a competitive pitch. Over the past two years, the agency has played a crucial role in enhancing GWM’s brand presence in Australia. The collaboration resulted in record commercial growth for GWM, with the brand achieving significant milestones in the Ute and SUV segments. The Hallway’s innovative campaigns and strategic initiatives helped GWM strengthen its market position and connect with a broader audience.
Despite the success, both parties have decided to part ways amicably. The Hallway’s partners, Simon Lee and Jules Hall, expressed their gratitude to the team for their dedication and hard work. They also wished GWM continued success in its future endeavors. The agency is now focused on forming new long-term partnerships with ambitious automotive companies, leveraging its expertise to drive sustainable sales growth and build meaningful connections between brands and their audiences.
GWM’s Future Plans and New Partnerships
As GWM moves forward, the company is actively seeking new agency partnerships to continue its momentum in the Australian market. The account is now out to pitch, with several agencies vying for the opportunity to work with one of the world’s largest automotive manufacturers. GWM’s head of marketing and communications, Steve Maciver, emphasized the importance of finding a partner that can build on the brand’s recent successes and take it to the next level.
GWM has already appointed Thinkerbell as its new agency partner for Australia and New Zealand, following a competitive pitch. Thinkerbell’s impressive body of work and innovative approach, known as “Measured Magic,” resonated with GWM’s vision for the future. The new partnership aims to further enliven the GWM brand and drive continued growth in the region. Thinkerbell’s managing director, Jaime Morgan, expressed excitement about the collaboration and the potential to achieve new milestones together.
Industry Reactions and Implications
The news of The Hallway’s departure and GWM’s new partnership with Thinkerbell has generated significant interest within the advertising and automotive industries. Industry experts are closely watching how the transition will impact GWM’s brand strategy and market performance. The Hallway’s successful track record with GWM sets a high bar for Thinkerbell, which now has the opportunity to build on the brand’s strong foundation and introduce fresh ideas to the market.
The shift in agency partnerships also highlights the dynamic nature of the advertising industry, where agencies and brands continuously seek the best fit to achieve their goals. For The Hallway, the end of the GWM partnership opens new opportunities to collaborate with other automotive brands and apply its considerable expertise in the sector. As the agency looks to the future, it remains committed to delivering innovative and impactful campaigns that drive growth and build lasting brand connections.