Interpublic Group agencies (IPG), 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. Team Ignite will handle its global creative, media and digital marketing account after an extensive holding-company review.
Team Ignite will be headquartered in Detroit with regional hubs in New York, London and Singapore with creative and strategic resources drawn from IPG agencies.
Michael Roth, chairman and CEO of Interpublic Group said, “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 added.