Lotus hires McCann Erickson Central for relaunch project

Lotus has hired McCann Erickson Central to create an advertising campaign to mark the relaunch of the sports car marque.

Lotus: hires McCann Erickson Central
Lotus: hires McCann Erickson Central

The agency has been briefed to create new brand materials for Lotus' brochures and websites, all to be unveiled at the Paris Motor Show in September.

The overhaul follows the appointment of Dany Bahar as Lotus Group chief executive late last year.

Dean Lovett, chief executive of McCann Erickson Central, said: "Our appointment by Group Lotus reflects our ability to deliver on an international basis with understanding, pace and passion.

"Lotus represents a premium addition to the agency's client roster and we look forward to delivering success for the brand across all platforms around the globe."

Lotus this year returned to Formula 1, replacing the outgoing BMW team.

Run as a partnership between the Malaysian government and Malaysian brands such as Proton, Lotus Racing includes the drivers Jarno Trulli and Heikki Kovalainen.