Independent creative agency, The Hallway, is ending its partnership with Chinese-owned Ute and SUV manufacturer, GWM. The split comes as a result of GWM's contractual policies and requirements for regular agency pitches.

The Hallway secured the contract in 2021, taking over from Havas in the lead-up to a range of product model launches in 2022. Its brief encompasses masterbrand strategy to a raft of model launches, sponsorship activations, website redesign, 1-1 comms and brand experience.

In announcing its time was up with GWM, The Hallway said it had been instrumental in GWM's rise as Australia's fastest-growing volume auto brand, with multiple Top 10 industry sales results in recent months. According to VFacts data on new vehicle sales, GWM sold 17,351 cars in the year to May 2024, up 27.1% year-on-year.

"We’d like to take this opportunity to publicly celebrate and thank our amazing team who dedicated themselves to growing the GWM brand, achieving record commercial growth for their business. And we wish GWM every success moving forward," said Simon Lee and Jules Hall, Partners at The Hallway.

The Hallway works with iconic brands including Binge, Suncorp Bank, Smooth FM, GWM Haval and Dexus, is now seeking a new long-term partnership with an ambitious automotive company.

The Hallway is now on the hunt for another automotive brand to work with.

"Our focus now is on forming a new long term partnership with an ambitious automotive company with whom we can continue to apply our considerable expertise in this sector, building meaningful connections between a brand and its audience and driving sustainable sales growth," added Lee and Hall.