Aston Martin Teams Up With WPP

Move Called a Step Toward a Formal Marketing Partnership

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Aston Martin is collaborating with WPP on its global marketing communications in a step toward a formal working partnership next year, the British luxury automaker said.

WPP will be involved in projects including branding and model launches this year, Aston Martin spokesman Simon Sproule said.

The companies have worked together on branding for the Lagonda revival and on leasing programs in the United States, Mr. Sproule said.

The collaboration comes as Aston Martin prepares to expand into new segments including SUVs, with a slew of product launches starting in 2016.

"Growing our brand presence into new markets and segments is critical for the success of our Second Century plan," Aston Martin CEO Andy Palmer said in a statement. "With WPP we are looking to create a fully integrated marketing communications team capable of successfully driving our brand forward across the globe."

The partnership with WPP gives Aston Martin access to a wider scope of marketing disciplines. Aston Martin and WPP will collaborate out of London, but the marketing strategies will have a global scope, Mr. Sproule said.

Mr. Sproule declined to comment on the cost of Aston Martin's marketing venture with WPP, but said the collaboration is wide-reaching.

"This is across the board," he said. "The work will be across branding, product and new car launches."

--Nora Naughton is a reporter for Automotive News