Cogent Advertising is facing an assault on its pounds 3 million creative
account for Network Q, the Vauxhall-owned used-car brand, which it has
handled for the past seven years.
The car giant has asked three roster agencies to pitch for the business
alongside the incumbent. They are Lowe Howard-Spink, Osprey Park and K
Advertising.
According to sources close to the account, the pitch is being driven by
Vauxhall’s purchasing department rather than its marketing team as part
of a major review of all Vauxhall suppliers. Pitches will be held by the
end of the month with a decision expected before Christmas.
Cogent has handled Network Q’s advertising since Vauxhall launched the
used-car dealership in the UK in 1989. It has created a number of
campaigns for the brand, the most memorable featuring the ‘thank Q’ line
which began in 1994.
Two years ago, Vauxhall’s parent company, General Motors, awarded Cogent
a dollars 30 million through-the-line campaign to launch a European
network of used-car dealers. It is unclear whether this account is
affected by the review.
Media planning and buying, which is handled by Lowes, is unaffected by
the review.
