DLKW won the account for the Agila, a small family car positioned against the likes of its competitor Toyota’s Yaris brand, after a head-to-head pitch against Lowe.
The account will not include television executions but is thought to cover print, poster and radio creative with DLKW tasked to produce its first work for the Agila by the end of the year.
A heavyweight push is planned for early next year, which will aim to promote the car as a funky people carrier.
It is the latest in a string of bad news for Lowe’s Vauxhall business. Last week it emerged that Vauxhall’s £15 million retail account was being reviewed out of Lowe Broadway. This coincided with the news that DLKW has won the pitch for Vauxhall’s £7 million Astra brand. The agency had won the £16 million Corsa account in June.
Lowe is also facing a head-to-head pitch for the multi-million-pound task to launch the Meriva brand, which is a miniature MPV extension of Vauxhall’s Corsa model. The Meriva is set to launch in the UK next year.
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