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