GWM appoints Thinkerbell following split with The Hallway

Thinkerbell has been appointed as the agency partner for GWM Australia and New Zealand following a competitive pitch. Starting 1 October 2024, Thinkerbell will handle strategy and creative across brand, retail, dealer, and sponsorships.

This appointment follows the news that incumbent independent creative agency The Hallway parted ways with GWM, as confirmed in a statement released today.

Commenting on the appointment, Thinkerbell managing director Jaime Morgan said: “GWM has been going from strength to strength with record sales, excellent new products and outstanding value. We are thrilled to be their agency partner and we look forward to working together with them to further enliven the brand with a big dose of Measured Magic.”

The pitch process was launched by the Chinese-owned ute and SUV manufacturer as part of its contractual policies, which require regular agency reviews.

"Thinkerbell’s body of work over the past few years has been impressive and we look forward to working with them, delving into their ‘Measured Magic’ and partnering together to take the GWM brand to the next level," said Steve Maciver, head of marketing and communications, GWM Australia and New Zealand.

The Hallway was first appointed as GWM’s agency of record in December 2021, managing brand strategy, advertising, digital, social, and CRM, replacing the previous agency, Havas.

During The Hallway’s tenure, GWM saw significant growth in the Australian market, achieving several top 10 industry sales results and positioning itself as one of the fastest-growing volume auto brands in the country.

In a statement to Mediaweek, The Hallway Partner Simon Lee said: “The work we’ve done with GWM, the team behind it, and the commercial impact we’ve driven deserves recognition beyond the standard playbook.”

As it seeks a new auto client to fill this category gap, Lee noted the agency has considerable expertise in the sector, and receives regular calls from other players in the category.

“We’re now in a position to seriously entertain these opportunities,” he said.

“Aligned commercial ambition and creative bravery are key criteria for us, as is a commitment to a long term partnership in which we can seriously shift the creative and commercial dial.”

In February, Thinkerbell won Hort Innovation’s integrated account – including creative, media, PR, and social – after a competitive pitch. Previously, TBWA managed the horticulture business' creative, PR, and social accounts, while Atomic 212 was the brand’s media agency, appointed in early 2020.

See also: Thinkerbell picks up Hort Innovation’s integrated account