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Lowe faces pounds 15m Vauxhall ad pitch.(Brief Article)
Lowe's grasp on its key Vauxhall account has weakened further following the car giant's decision to review its pounds 15 million retail account from sister agency Lowe Broadway.
The move follows Lowe's loss of Vauxhall's pounds 9 million account for the Astra marque, which was awarded to the new roster agency Delaney Lund Knox Warren & Partners this week. The appointment secures DLKW almost half of Vauxhall's total pounds 60 million advertising budget in the UK.
The new pitch for Vauxhall's retail arm is being handled through the AAR, as Vauxhall seeks to promote its network of dealers through above-the-line advertising. It is thought the pitchlist, being drawn up at the moment, will extend beyond Vauxhall's roster to include other agencies with suitable experience.
Lowe Broadway's most recent campaign for Vauxhall's retail business was launched in July to promote sales of its sporty models. The TV ads - part of an integrated campaign - featured the strapline: 'Pay zip interest. Zip down to Vauxhall.'
The pitch comes at a bad time for Lowe, which has handled the Vauxhall account for 18 years, and recently lost the pounds 16 million Corsa account - Vauxhall's biggest brand - to DLKW in June. It is also battling against DLKW for the multimillion-pound task to launch a new model, the mini-MPV Meriva, next year, but will retain the ...
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