General Motors reviews £5m Chevrolet account

By Kate Nicholson, campaignlive.co.uk, 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.

This article was first published on campaignlive.co.uk

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