Independent creative agency The Hallway has confirmed it is parting ways with auto client GWM.
The news comes after the Chinese-owned ute and SUV manufacturer launched a pitch process in accordance with its contractual policies, requiring regular agency reviews.
In a joint statement, The Hallway partners Simon Lee and Jules Hall say: “We’d like to take this opportunity to publicly celebrate and thank our amazing team who dedicated themselves to growing the GWM brand, achieving record commercial growth for their business. And we wish GWM every success moving forward.”
The agency’s focus will now shift to “forming a new long term partnership with an ambitious automotive company with whom we can continue to apply our considerable expertise in this sector, building meaningful connections between a brand and its audience and driving sustainable sales growth.”
Lee elaborated on the move in a statement to Mediaweek.
“The standard playbook when an agency-client relationship is brought to an end via a pitch process is for the agency to put out a ‘we wish them all the best’ comment when the pitch result is announced,” he says.
“But the body of work that we’ve created with GWM, The Hallway team that created it, and the commercial impact that we’ve helped drive for the brand deserves more than the standard playbook – it deserves to be celebrated.”
As The Hallway now looks to attract another auto client to fill the category gap, Lee tells Mediaweek that 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 says. “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.”
The Hallway was first appointed as GWM’s agency of record in December 2021, managing its brand strategy, advertising, digital, social, and CRM, and replacing the incumbent, Havas.
During The Hallway’s tenure with GWM, the agency drove its master brand strategy, launched multiple vehicle models, sponsored activations, and redesigned the company’s website. These efforts have contributed to GWM’s notable growth in the Australian market, with the brand achieving several top 10 industry sales results in recent months, positioning it as one of the fastest-growing volume auto brands in the country.
In June, The Hallway introduced GWM Australia and New Zealand’s Cannon Alpha Hybrid as a new entrant in the ute market with its Makes effort look effortless campaign.
That same month, The Hallway followed up with work debuting the GWM Tank 500 Hybrid off-road 4×4 with the Out there awaits campaign, an extension of the See You Out There creative platform, spearheaded by a 30-second film directed by Scoundrel’s Ariel Martin.
Mediaweek has reached out to GWM for more information regarding the pitch.
See also:
The Hallway launches Australia’s first hybrid ute: GWM Cannon Alpha Hybrid
The Hallway launches latest work for GWM, ‘Out there awaits’