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
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
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