Opel appoint Scholz & Friends for Euro ads

Opel, the General Motors-owned car manufacturer, has appointed the German-based agency Scholz & Friends to handle its pan-European advertising account.

Opel: Scholz appointed as ad agency
Opel: Scholz appointed as ad agency

The agency triumphed following a four-month pitch process involving Opel roster shops including McCann Erickson, Amsterdam Worldwide and DLKW Lowe.

The review was run out of the car manufacturer’s German headquarters, and was called as part of an effort by Opel to better streamline its European communications.

Scholz & Friends, which has a strategic alliance with Lowe Worldwide, will now be responsible for handling Opel’s advertising across all of its European markets.

DLKW Lowe may still be responsible for creating some local advertising in the UK, where Opel cars are branded as Vauxhall, however the appointment of Scholz & Friends is expected to signal a move away from local campaigns toward activity that works in every European market.

The appointment comes just months after General Motors introduced a new positioning for Opel, "Wir leben Autos" ("We live cars"), that will be used in all upcoming advertising campaigns.

Carat currently handles Opel’s media planning and buying across Europe. The agency retained the business in January following a pitch against two other networks.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More