The exclusive automotive brand Maserati has joined the client roster of the communication consultancy agency Cohn & Wolfe. The cooperation is long-term in nature. The agency is responsible for handling the brand's Polish channels on Facebook and Instagram.
Maserati's social media have launched
On the newly created Maserati profiles, the agency began its activities by communicating the effects of the brand's unique collaboration with its new global ambassador, a world-class star David Beckham. As part of the joint efforts, a film shot in Miami was created, in which icons of world sport and motoring meet - the iconic Maserati car, with the former England captain behind the wheel.
A fascinating and extraordinary project. We want to bring this iconic brand closer to Polish motoring fans and show both its exceptional cars and Maserati's interesting history – says Michał Olbrychowski, Head of Cohn & Wolfe.
On the agency's side, the activities are carried out by Ewa Zambrzycka, Account Manager, and Ilona Koliievska, Account Executive.
About Cohn & Wolfe
Cohn & Wolfe agency is part of the WPP group and BCW and has been operating on the Polish market since 2002. The agency specialises in corporate PR projects (including crisis communication, internal communication, employer branding and CSR projects) and integrated communication. C&W is a member of ZFPR. Key areas: finance, technology, pharmaceuticals, real estate, industry, automotive. Main clients: Huawei, AliExpress, FM Logistic, Lexmark, Liferay, PPG, CVI, Janssen, Maserati.
Concepts from the article
Maserati social media tender — the winning agency
PR — Public Relations. Activities that build an organisation's reputation and its relationships with its environment: media, clients, employees, partners and communities. PR covers press releases, media relations, crisis management, events and brand narrative.
Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. An editorial publication and a well-handled crisis weigh more than a campaign — because it's a third party speaking, not the brand about itself.
When it's used: Continuously: media relations, press releases, interviews, events; especially in a crisis and during changes at the company.
What skipping it risks: Without media relations, a company speaks only through paid channels, and in a crisis it's left without spokespeople and without trust.
Summary
Maserati has entrusted the agency Cohn & Wolfe with handling its Polish profiles on Facebook and Instagram. The campaign was opened with communication around the spot featuring David Beckham, filmed in Miami. Ewa Zambrzycka and Ilona Koliievska are responsible for the project.
Cohn & Wolfe has been operating in Poland since 2002 as part of the WPP and BCW group. Its clients include Huawei, AliExpress and Janssen. This is another automotive project in the agency's portfolio, which specialises in crisis communication and employer branding.
