IPG creates agency hub to manage Harley Davidson

Harley DavidsonIPG, the holding company that includes agencies MullenLowe, McCann and Initiative, has won the global marketing business for biker brand Harley Davidson.

The business will be run by the newly formed Team Ignite, which is made up of people from a range of IPG agencies and disciplines.

IPG won the business after a pitch involving four other holding companies.

Harley Davidson’s regional HQ is in Singapore, where the account will be managed from in APAC.

Michael Roth, IPG’s global boss, commented: “Team Ignite has the strength, experience and creativity to help Harley-Davidson grow demand and build on their substantial market leadership position. It’s a great example of the ‘open architecture’ model we’ve championed at IPG for over a decade.”

“With collaboration at its core, Team Ignite gives Harley-Davidson the ability to deliver custom, integrated marketing across channels, tracking the ways consumers interact with this iconic brand around the world,” he said.


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