Hasta La Creative!

Harley-Davidson has hired a newly created Interpublic Group unit named Team Ignite to handle creative, media and digital on a global and regional basis, following a competitive review.

For the review, which was supported by Accenture, Harley only invited holding company teams to pitch for the business, said Shelley Paxton, VP-global marketing and brand at Harley-Davidson. “We were not looking at the key disciplines in silos,” she said. “Creative, digital and media, in my view, absolutely has to be a single strategy to live together in this day in age.”

Ms. Paxton added that the company wanted a holding company team because it wanted a group of agencies that are willing to work together in an integrated fashion under the same P&L.

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