WCRS scoops pounds 30m Euro project as APL fights to hold Rover

Ammirati Puris Lintas’s hopes of hanging on to its Rover business slipped further this week after the car manufacturer awarded pounds 30 million worth of business to WCRS.

Ammirati Puris Lintas’s hopes of hanging on to its Rover business

slipped further this week after the car manufacturer awarded pounds 30

million worth of business to WCRS.



WCRS - which handles the advertising for Rover’s parent, BMW - went

head-to-head against APL for the task of overseeing the pan-European

launch of Rover’s two new car models, the Rover 25 and 45.



This is the first result in a three-stage pitch for the business, which

Rover has divided into special projects, UK and global ads.



The two agencies will pitch this week for the pounds 40 million UK

account, along with M&C Saatchi and HHCL & Partners.



A third and final pitch, for Rover’s international business, has yet to

be scheduled, while a shortlist has not yet been announced.



The two new car models are the mass-market successors to the Rover 200

and 400, and are regarded as an important part of the car manufacturer’s

recovery programme.



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