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Harley Davidson

Media | 1 year, 10 months ago


Pitch

PITCH

Media

TargetSUMMARY

Harley-Davidson’s falling sales opens the doors to rising opportunities for marketing agencies. For the past several years, Harley has been losing market share to two main groups: Women and younger adults. Last month, Harley Davidson launched a global agency review, encompassing creative, digital and media assignments, likely in an effort to regain them. A company representative told AdWeek that officials issued requests for proposals “at a holding company level,” adding that the company is focused on “driving demand and growing our reach and impact with customers globally” amidst falling sales numbers and wishes “to ensure we have the most effective and efficient resources in place to support this work.” Lately the brand has worked with Victors & Spoils on creative, Digitas LBi on digital and Starcom MediaVest Group for media buying and planning. It’s unclear if those agencies will be participating in the review. The review follows the departure of chief marketing officer Mark-Hans Richer in November, with Harley Latin America chief Sean Cummings subsequently receiving a promotion to senior vice president of global demand and being tasked with marketing oversight.

PITCH BRIEF

TargetTARGET | Insights on Motorcycle Lovers

Harley Davidson's 'Live Your Legend'

AdAge.com's article on the new Harley Davidson Global Campaign

Source: AdAge.com

How Harley's reaching out to Millennials

AdWeek.com on Harley Davidson's strategies to win Millennials

Source: AdWeek

33 Motorcycle industry trends

Research highlighting trends in the motorcycle industry.

Source: BrandonGaille.com


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