Lotus hands strategy brief to Element

Lotus, the luxury car brand, has appointed the communications agency Element to develop its brand strategy over the next two years.

Element, a joint venture with Naked Communications, has been briefed to reappraise the brand for a number of product launches, including the Europa marque launching this summer.

The agency will suggest the best way for Lotus to spend its marketing budget. Lotus will then look for an above-the-line, direct marketing or digital agency accordingly.

Element was appointed by Lotus' head of commercial operations, Trevor Houghton-Berry. The agency previously worked with him when he was Mini's managing director. At Mini, he was responsible for the relaunch of the brand.

Houghton-Berry said: "We are pleased to be working with a team with such a strong track record. In Element, we have the right partner to help us think strategically about the Lotus brand and redevelop our communications mix to make the most of our brand's enormous latent potential."

Stephen Woodford, the chief executive of Engine, the parent company of Element, said: "This terrific win is testament to the innovative solutions Element delivers."

The former head of Element, Yusuf Chuku, left last October to launch Staufenberger & Smith & Butt. His exit followed the loss of the £25 million BMW and Mini media planning business to PHD Group.