DLKW and Lowe line up to pitch for new Vauxhall Tigra task

The car manufacturer Vauxhall is to invite Delaney Lund Knox Warren & Partners and Lowe & Partners to pitch for a campaign to launch the new Tigra sports car.

The pitch is in line with Vauxhall's policy to call a pitch between its two roster agencies for each car launch.

A multimillion-pound campaign to launch the two-seater Tigra, which competes against the Peugeot 206 CC, Mazda's MX5 and the new Nissan Micra, is earmarked to run early next year. Media strategy for the campaign is yet to be determined.

The first Tigra sold around 40,000 units in the UK between 1994 and 2000 and Vauxhall hopes to build on this with the new model.

Last month, Vauxhall awarded the £12 million ad account for the relaunch of its new Astra to DLKW after it defeated Lowe in a head-to-head pitch. DLKW originally won the Astra account in September last year.

Separately, Vauxhall's parent, General Motors, last month awarded Initiative Media its £98 million consolidated media planning and buying account in the UK. The agency won the business after a five-month pitch process that also involved Carat, Starcom MediaVest Group and ZenithOptimedia.

Initiative currently handles the Vauxhall and Daewoo business and the £22 million Saab account will move from Universal McCann.

Vauxhall spends £69 million in the UK and Daewoo £7 million. General Motors called the pitch as part of a review of its European media needs on a market-by-market basis.


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