BEIJING--Aston Martin has appointed Porter Novelli as its agency of record in China. 

The appointment follows a competitive pitch to select a PR agency to build brand engagement with Aston Martin's target audience of high net-worth individuals in China. The firm is charged with building social media, lifestyle and auto media and influencer relationships.

Marcel Fabris, Aston Martin's Asia Pacific marketing and communications manager, said: "We have been looking for a PR partner who can really help us connect with our target audiences, building effective relationships between our brand, our dealers and our current and potential consumers. Porter Novelli ticked all the boxes, combining pragmatic strategy, market insights, traditional and social media savvy and on-the-ground resources."

John Orme, senior partner, Porter Novelli, added: "We are delighted to be working in partnership with a brand with such a powerful global heritage and style. Our initial focus is the launch of Aston Martin's Weibo brand account, and supporting the brand at the Beijing Auto Show in April."