La nostra previsione era corretta sulla recensione della pubblicità Maserati
Steve’s breakdown: As we predicted when the Nike CMO came over to Maserati we just knew the account was going to change hands. And here we are.
Folks, our Account Review Predictions should be a page you look at everyday. Please, if not for you, do it for me. Capisce?
Droga5, which was acquired by Accenture Interactive last April, said in a statement that it will be responsible for guiding Maserati into “a new chapter focused on reimagining its brand experience and communications across all touchpoints.”
The agency will handle creative, brand strategy and digital services alongside parent Accenture Interactive. Droga5 and Accenture Interactive say their China teams will also take over regional brand creative responsibilities for that market in May. Maserati was most recently working with a few smaller shops on creative projects versus employing an AOR across its global business, according to a person close to the matter.
Droga5 first began collaborating with Maserati in November 2019. Their first work together is expected to debut in the second half of this year.
As Automotive News reported, Maserati appointed former Mitsubishi executive Bernard Loire as chief commercial officer in January, while Tubito was brought on as the new chief marketing officer. Tubito was previously VP of Asia Pacific and Latin America for Nike. The new leadership was tasked with developing a relaunch plan for the brand, which has seen vehicle and earnings sales fall steeply, according to Automotive News.
“Since its inception in 1914, Maserati has had the audacity and tenacity to break the rules,” Droga5 Global Chief Strategy Officer Jonny Bauer added. “We’re very excited to infuse this rare and potent spirit across the entire experience on a global stage.”
According to COMvergence estimates, Maserati spends about $1.2 million on measured media in the U.S. annually.