AMV BBDO lose out to M&C Saatchi for £10m Garmin ad account

Garmin, the satnav and GPS devices manufacturer, has awarded its £10 million EMEA advertising account to M&C Saatchi.

Garmin…sponsors Garmin Transitions cycling team
Garmin…sponsors Garmin Transitions cycling team

The satnav manufacturer began the review in August last year and was overseen by the new marketing director for EMEA, Chris Merrell.

M&C Saatchi won the pitch in a final shoot out against Abbott Mead Vickers BBDO. Grey London was knocked out of the running earlier this month.

M&C Saatchi will develop Garmin’s brand identity, producing campaigns designed to provoke interest as well as developing collateral to support marketers in individual territories.

Garmin currently appoints agencies on a local basis or handles its creative in-house, but has previously worked with Fallon Minneapolis and DDB London.

Media planning and buying is not affected by the review and will continue to be handled on a local market basis, with OMD working for Garmin in the UK.