Maserati hires Accenture to put data in the driving seat

WPP chief Sir Martin Sorrell may have dismissed reports that management consultancies are making in-roads into the marketing industry but Accenture Interactive will beg to differ after picking up the global customer experience account for Italian-owned luxury car brand Maserati.
Karmarama, the London agency which Accenture Interactive bought last year, will be lead the creative on the account, which will cover customer experience, brand, creative, content and programmatic media, with data at the heart of the proposition.
Maserati has briefed Accenture to boost customer experience across all digital channels, with the ulitmate aim of building worldwide sales and extending the car marque’s “brand equity” around the world.
According to a statement, Accenture Interactive will be responsible for digital brand strategy, digital advertising, digital content production, campaign management and analytics services.
“Among its goals are maximising Maserati’s investments in supporting and enhancing the end-to-end customer journey while maintaining the sophistication, elegance and style of the Maserati brand,” the firm said.
Maserati head of marketing Jacob Nyborg cited the need for a global agency because of its transformation from “a niche high-end manufacturer that sold only a few thousand cars a year into a bigger-selling luxury brand that sells 50,000 vehicles annually”.
Karamrama will focus on Maserati’s eight key markets – including the US, China, Germany, the UK and the Middle East – which account for nearly 85% of its global sales.
Nyborg added: “There are so many value propositions within digital and marketing. In a very vertical world, one vertical can produce phenomenal results. But the customer is not vertical. The customer sees the world as horizontal.
“We will be much better at understanding data and consumer behaviour. We will understand the data and act on the data. We will create much better content across the customer journey.”