FCB to launch Chevrolet SUV in Europe

General Motors' Chevrolet marque has appointed FCB London to handle 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 has been handed a brief to create an integrated campaign that will be rolled out across every country in Europe before the end of this year.

Tequila/London will adapt the creative work for a direct marketing campaign.

Trevor Isherwood, the integrated marketing communications manager at Chevrolet Europe, said: "This is the most important launch for Chevrolet in Europe this year. The Captiva represents more than 70 years of Chevrolet's experience in designing and building SUVs and is an important connection between the consumers' expectation of a Chevrolet and the new European product line-up.

"We're delighted to be working with FCB on this project and have full confidence in its strategy and creative work."

Nigel Jones, the chief executive of FCB London, added: "This is an important launch for Chevrolet and a great opportunity for the new FCB."

The appointment strengthens FCB's existing relationship with Chevrolet.

FCB joined the roster of agencies working with Chevrolet's European Operations Centre in Zurich last year. It was appointed to introduce the Chevrolet brand and a new product range across Europe.

Chevrolet is GM's biggest- selling brand, with a registered year-on-year sales increase of more than 30 per cent in Europe.

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