Magazine article Marketing

Vauxhall Calls Pitch to Boost Agency Line-Up

Magazine article Marketing

Vauxhall Calls Pitch to Boost Agency Line-Up

Article excerpt

Vauxhall Motors has called a pitch to add a second roster agency to its [pounds sterling]55m UK advertising business in a bid to kick-start sluggish sales.

The car company has short-listed agencies through the AAR to work alongside Lowe, its agency of 18 years. The decision comes ahead of a youth-oriented brand positioning planned to tie in with the launch of a Corsa model later this year.

It follows tensions between Lowe and Vauxhall over the Griff Rhys-Jones campaign. "It would be fair to say that we started thinking of doing this ever since the Rhys-Jones campaign was shown to reduce likeability," said Vauxhall head of advertising Patrick Dunster.

However, in a statement, the company said Lowe would remain its lead agency and that the review "in no way reflects dissatisfaction" with Lowe.

Lowe will handle the launch a Vectra model, slated for this summer and said to be the company's largest advertising campaign to date. It is not known which projects the second agency will work on.

The UK's number two carmaker is reviewing its brand communications strategy under the leadership of Kevin Wale, who took over as managing director from chairman Nick Reilly last year. …

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