The agency won the EUR30 million account in a final shoot-out against the incumbent, McCann Erickson. A third agency was also understood to have been involved earlier in the process.
Lowe is now briefed to launch the new Meriva model in Europe using a TV and press campaign. It is a boost to the agency, which has seen much of its UK Vauxhall business migrate to Delaney Lund Knox Warren & Partners over the past few years.
The move forms part of GM's ongoing reshuffle of its roster agencies.
This saw it hand DLKW the EUR25 million launch of its Astra convertible last week and, before that, the EUR30 million Vectra business.
It is also currently holding pitches for the Corsa brand in Europe, for part of the Astra range and for the pan-European SUV business.
Lowe and GM were unavailable to comment.
