GM hands Astra prize to Lowe and McCann

Lowe Howard-Spink has won back the pounds 15 million UK Vauxhall Astra account after Rainey Kelly Campbell Roalfe resigned the business across Europe.

Lowe Howard-Spink has won back the pounds 15 million UK Vauxhall

Astra account after Rainey Kelly Campbell Roalfe resigned the business

across Europe.



It is understood that the Astra will be handled by McCann-Erickson in

the rest of Europe, with the exception of Germany, where Lowe & Partners

continues to advertise the brand. However, nobody from General Motors

Europe or McCann was available to confirm the decision.



Andy Jones, Vauxhall Motors’ UK marketing operations director, said: ’We

have been very happy with the work Rainey Kelly did for us in the UK

when we were in a difficult period. The difficult period is over and

Rainey Kelly is moving on. There is no acrimony.’



He indicated that the return to Lowes was in part facilitated by the

agency’s ’outstanding work for the Zafira’. He added: ’This is a happy

ending. It hasn’t ended in tears.’



Rainey Kelly won the pounds 35 million pan-European launch of the new

Astra at the end of 1997, after General Motors’ roster agencies failed

to come up with satisfactory creative solutions.



Lowes has battled to maintain its hold on Vauxhall’s European

business.



It went head to head against McCann to win the launch of the Frontera

across Europe in July of last year and was awarded the pounds 12 million

UK launch of the Zafira in January.



Paul Hammersley, managing director of Lowes, said: ’We’ve worked very

hard with Vauxhall over the last two years to earn the right to be given

back the Astra. We felt that this was possible and this week’s events

have clearly forced the issue.’



Rainey Kelly’s principal campaign was unveiled in March last year. It

used the line ’quality is a right, not a privilege’ and featured The

Verve’s Bittersweet Symphony as its soundtrack.



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