Harley-Davidson has selected Interpublic Group to handle its global creative, media and digital marketing account after a review that began in December of 2015.
The company’s total ad costs last year were about $120 million and the firm has increased its ad budget by double digits the last several years in the face of stiffer competition from rivals such as Indian Motorcycle and Victory.
Incumbents on the account included Victors & Spoils, Starcom MediaVest Group and sibling digital agency DigitasLBi.
The holding company confirmed that it has assembled a Harley-dedicated unit called Team Ignite that is headquartered in Detroit, with regional hubs in New York, London and Singapore. Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies.
IPG CEO Michael Roth stated that "Team Ignite has the strength, experience and creativity to help Harley-Davidson grow demand and build on their substantial market leadership position.”