Aston Martin Lagonda has partnered with WPP for the creation of a new team to provide the luxury carmaker with global marketing services.

Announced at the Cannes Lions festival by WPP chief executive Sir Martin Sorrell, the new operation will focus at first on “global synergies”, before broadening to incorporate a “full suite of marketing communications activities” next year.

The team will serve the manufacturer’s UK headquarters, as well as regional hubs in Europe, the Middle East, Asia-Pacific, China and the Americas.

“We are very happy that Aston Martin has asked WPP to create a team to help activate its ambitious growth plan, extending its luxury marketing voice to new customers in fresh markets,” said Sorrell.

“Each client’s needs are unique, which is why we offer a tailor-made solution – and I can think of nothing more bespoke than an Aston Martin.”

Aston Martin Lagonda chief executive Andy Palmer added: “Growing our brand presence into new markets and segments is critical for the success of our ‘Second Century’ plan.

“Just as we work with the world’s leading suppliers on our products, so with WPP we are looking to create a fully integrated marketing communications team capable of successfully driving our brand forward across the globe.”

Aston Martin’s global marketing communications director Simon Sproule spoke at this year’s Festival of Media Global in Rome about how the brand is looking to retain the “personal touch” in its communications.