The Hallway has won the competitive pitch to become agency of record for GWM (Great Wall Motors), managing brand strategy, advertising, digital, social and CRM.

GWM is the world’s 10th largest auto manufacturer by market capitalisation and launched in Australia in 2016. Its growth here has been led by its range of GWM Utes and Haval SUVs and a number of new model launches are planned to cement its status as one of Australia’s fastest-growing car brands in 2021.

Steve Maciver, head of marketing and communications at GWM, stated, “The Hallway impressed us through the pitch process with top-class strategic thinking and creativity. Their depth of automotive experience shone through as did their practical knowledge of digital transformations. GWM is a brand that seeks innovation as a means to improve the customer experience and The Hallway’s record in this space made them the right partner for our next phase of growth.”

Jules Hall, chief executive officer at The Hallway, commented, “We are incredibly excited to be partnering with GWM. It’s a unique opportunity to be joining forces with such an impressive organisation at this stage of their growth curve. Their ambition is huge. Just like ours. Watch this space.”

Maciver added, “We’d like to thank Havas Melbourne for its professionalism and commitment to GWM over the past three years and we are grateful for the important part it played in establishing the brand in Australia and New Zealand.”

The appointment is effective from January 1 2022 and covers GWM’s Australian and New Zealand businesses.

The win comes as The Hallway last week launched its new specialist performance marketing division, THPD, focused on creative content optimised for direct response digital channels.