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Saatchis beats BLD to pounds 10m Lexus SUV European launch.(Saatchi and Saatchi wins sport utility vehicle advertising account over BLD Europe )(Brief Article)
Saatchi & Saatchi has picked up the pounds 10 million European launch for the Lexus RX300 4x4 following a pitch against its fellow roster agency BLD Europe.
Saatchis, which already handles the pounds 4 million UK advertising for Lexus, will now be responsible for developing a campaign to accompany the pan-European roll-out of the model in May.
The RX300 is being positioned as one of the next generation of standard utility vehicles, which are described as a crossover between luxury cars and standard 4x4s. In this sector the RX300 will compete head-on with rivals such as the BMW X5 and Mercedes M-Class.
The review was called last month by Lexus' European director, Stuart McCullough, following his promotion from UK director in September 2002.
Saatchis and the Dentsu-owned BLD, which is Lexus' retained European agency, made final presentations in Brussels earlier this week.
David Brimson, the Lexus UK marketing ...
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