DLKW wins 2200m Opel tasks

DLKW consolidates relationship with General Motors by winning Corsa and Astra European briefs.

Delaney Lund Knox Warren & Partners has strengthened its relationship with General Motors by winning EUR200 million of Vauxhall and Opel business after pitching against McCann Erickson.

DLKW has picked up the Corsa and Astra marques across Europe and has been briefed to develop advertising for both brands.

The creative will run in the UK under the Vauxhall brand and be adapted by the McCann network in Europe under the Opel name. McCann in Frankfurt leads the Opel business and the network will continue to manage the business on the continent.

DLKW has also been tasked with developing a pan-European retail assignment for the car manufacturer, to launch in the summer.

GM is pursuing an aggressive cost-cutting policy by employing agencies to produce campaigns that can run across Europe, rather than work tailored to specific markets. Each campaign is pitched out to GM's roster of agencies.

Olivier Danan, the General Motors Europe brand communications director, said: "Through this advertising, DLKW will help us drive the growth of these important volume models across all our major European markets."

James Pool, a DLKW managing partner, said: "These assignments are the jewels in the Opel/Vauxhall crown. It's a privilege to be given this responsibility and to help these great brands achieve their true market potential."

GM is increasingly favouring DLKW over other agencies on its roster.

Last year, it picked up the pan-European EUR30 million Vectra account, the EUR25 million Astra convertible business and the EUR30 million Meriva account.

However, McCann recently won Opel's Zafira and the Opel Performance Centre's high-performance cars. The agency has also been briefed to ensure a consistent approach to GM's marketing communications.

DLKW joined GM's Vauxhall roster in 2002 and went on to swipe the UK business for the Astra from Lowe. The Vauxhall roster also includes the Publicis-backed French agency Marcel and 180 Amsterdam.

Topics