Iveco Ford Truck, the market leader in Britain for heavier trucks and
lorries, has appointed Senior King to handle its pounds 1 million above-
the-line advertising after a three-way competitive pitch.
The agency has been asked to carry out a strategic appraisal of the
Iveco Ford brand in the UK.
Senior King will work in conjunction with the client to decide the mix
of print and radio advertising, both for standalone domestic work and to
supplement any pan-European campaigns.
Iveco Ford has traditionally been quiet in the advertising market, but
recent successful campaigns by competitors - such as LDV’s poster
campaign through Simons Palmer - has persuaded the truck manufacturer
that the time is right to dig further into its pockets.
Grahame Senior, the chief executive of Senior King, commented: ‘This
category has historically just been sold as hardware. But more and more,
it is all about business partnerships.’