Astra Euro prize for Rainey Kelly

Lowe Howard-Spink’s hold on the Vauxhall business has been shaken with the news that Rainey Kelly Campbell Roalfe will mastermind the pounds 30 million pan-European launch of the new Astra.

Lowe Howard-Spink’s hold on the Vauxhall business has been shaken

with the news that Rainey Kelly Campbell Roalfe will mastermind the

pounds 30 million pan-European launch of the new Astra.



Rainey Kelly claims that the Astra will be the first car to launch

across Europe using the same ads in all territories.



MT Rainey, the planning partner of Rainey Kelly, said: ’The client has

gone for the idea over the network. We have final copy agreement for all

markets and will be in control of all the work.’



The appointment by General Motors Europe - owner of Vauxhall - of Rainey

Kelly takes the car giant outside its agency roster for the first

time.



The Lowe Group handles Vauxhall advertising in the UK and Opel in

Germany through Lowe & Partners. McCann-Erickson handles Opel in the

rest of Europe.



Following the first round of pitches that included M&C Saatchi and HHCL

& Partners, work through Rainey Kelly went into research against ideas

from Lowe Howard-Spink, Saatchi & Saatchi Frankfurt and

McCann-Erickson.



GM looked outside its roster for what it terms an ’impulse’ agency for

the launch of the new Astra, having been unsatisfied with the creative

solutions presented by its existing agencies.



Rainey Kelly’s campaign, which uses a song recently recorded by the

chart-topping indie band, the Verve, is expected to launch across 22

countries next April, with a TV, press and poster blitz. A lot of the

work is already completed because creative executions went into research

at an advanced stage.



Rainey revealed: ’We met the brief with a high-ground, bold idea. We

took the opportunity to go for the highest common denominator.’



Although Lowe Howard-Spink has been assured by Vauxhall that the

appointment of Rainey Kelly is ’not a sign of things to come’, the fact

that GM has overruled local clients to take central control of the

European advertising for the car launch suggests a threat to the present

set-up.



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