Mindshare scoops Piaggio media account

LONDON - Piaggio Group, the owner of the Vespa scooter brand, has awarded its consolidated pan-European media account to Mindshare.

Piaggio: appoints Mindshare
Piaggio: appoints Mindshare

The agency won the business after a pitch against undisclosed agencies.

The account covers the major European markets, including the UK, Italy, Spain, France and Germany.

Media duties for Piaggio were previously handled on a local basis. OMD, the incumbent in Piaggio's home market of Italy, did not contest the business. The pitch, which was run out of Italy, kicked off in July last year.

Piaggio controls 25 per cent of the European scooter market. The motorcycle company is promoting its MP3 hybrid scooter, after becoming the first to launch a hybrid electric-and-petrol scooter last year.

The company's most recent advertising for the Vespa brand has centred on the scooter's eco-friendliness.