Cogent keeps hold of pounds 3m Network Q work

Vauxhall has retained its incumbent agency, Cogent, to work on its pounds 3 million Network Q used-car dealership business following a final head-to-head pitch with the car-maker’s lead agency, Lowe Howard-Spink.

Vauxhall has retained its incumbent agency, Cogent, to work on its

pounds 3 million Network Q used-car dealership business following a

final head-to-head pitch with the car-maker’s lead agency, Lowe

Howard-Spink.



Vauxhall had announced a review of the creative work on its Network Q

account in November last year as part of a major overhaul of all its

suppliers.



Two months later it lined up its roster agencies: Lowes, Osprey Park and

the incumbent, Cogent, to pitch. This was whittled down to a shortlist

of two agencies - Cogent and Lowes - which both gave final presentations

last week.



Mike Rayner, the managing director of Cogent, said: ’Given that Cogent

helped Vauxhall to launch Network Q, it’s obviously a brand and piece of

business that is very important to us, both emotionally and

commercially.’



Vauxhall launched its Network Q used-car dealerships through Cogent in

1989, and the agency has created a number of campaigns, including the

’thank Q’ ads which began running in 1994.



It is not clear yet whether Network Q will adopt a heavyweight TV

strategy, but it will be intensifying its brand presence with other

above-the-line activity.



Media buying on the Network Q account will not be affected by the

appointment and will continue to be handled by Lowes’ media arm, Western

International Media.



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