General Motors reviews £5m Chevrolet account

By Kate Nicholson,, Friday, 20 October 2006 12:00AM

Parent company General Motors aims to centralise the business into single shop.

General Motors has called a pitch for its £5 million UK Chevrolet car account as it looks to centralise the business into one agency.

The review is understood to be in the early stages. A number of GM's UK roster shops have been asked to supply credentials.

In the UK, GM's roster agencies include Delaney Lund Knox Warren & Partners, Lowe London, Leo Burnett, Kastner & Partners and McCann Erickson. Draft FCB is the main incumbent on the Chevrolet account.

Draft FCB created the current campaign featuring a fleet of the cars driving around a city accompanied by The Fine Young Cannibals' track Good Thing.

In April, GM appointed FCB London to handle the pan-European advertising for the launch of its Captiva SUV. FCB scooped the account after a three-way pitch against two of Chevrolet's other roster agencies, Leo Burnett and the Frankfurt-based Buhler & Partners.

FCB was handed a brief to create an integrated campaign that will be rolled out across every country in Europe before the end of this year.

GM, which lost $10.6 billion last year, is pursuing an aggressive cost-cutting policy by employing agencies to produce campaigns that can run across Europe, rather than tailored to specific markets.

Chevrolet UK declined to comment.

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