Dive Brief:
- Just before the end of the year, Harley-Davidson sent out request for proposals for its creative, digital and media agency assignments.
- The motorcycle maker has been facing slumping sales and a decrease in demand.
- Harley-Davidsonās incumbent agency relationships include Victor & Spoils for creative, Starcom MediaVest Group for media buying and planning;Ā and DigitasLBi for digital. According to Adweek, each agency declined to comment or couldnāt be reached for a statement on the review.
Dive Insight:
Although most of last yearās massive review ofĀ big brand agency relationships, a multi-billion dollarĀ amount that exceeded the previous three years of account reviews combined, have largely been sorted out, motorcycle maker Harley-Davidson is just getting started. The storied motorcycle brand sentĀ out an RFP last month for a review its entire spectrum of global agency accounts.
According to a statement obtained by Adweek, the company said itĀ is focused on "driving demand and growing our reach and impact with customers globally," and ensuring "we have the most effective and efficient resources in place to support this work."
Harley-Davidsonās U.S. market has been in decline, dropping four percentage points in market share to 52%, and earnings declined 6.5% in Q3 2015. At the same time, it announced increasing its marketing spend 65% this year.
"We expect a heightened competitive environment to continue for the foreseeable future, and now is the time for us to dial things up,"Ā Harley-Davidson President and CEO Matt Levatich said in an earnings call last year.