Porter Novelli is the new agency of record for Aston Martin in China. The PR agency won a competitive pitch by Aston Martin to select a PR agency partner to build brand engagement with Aston Martin’s target audience of ultra high net worth individuals in China. In its role, Porter Novelli is in charge of building social media, lifestyle and auto media and influencer relationships.
Porter Novelli is on a role this month. The company recently announced increasing its client roster with two other power brands, including Room Key and Glenfiddich. Porter Novelli has built a worldwide working with power brands, and building power brands – Aston Martin couldn’t be in better hands.
“We have been looking for a PR partner who can really help us connect with our target audiences, building effective relationships between our brand, our dealers and our current and potential consumers. Porter Novelli ticked all the boxes, combining pragmatic strategy, market insights, traditional and social media savvy and on-the-ground resources,” – said Marcel Fabris, Aston Martin’s Asia Pacific marketing and communications manager.
The first step for Porter Novelli is the launch of Aston Martin’s Weibo (Chinese Twitter) brand account, then supporting the brand at the Beijing Auto Show in April, according to a press release announcing the partnership.