Bates scoops $156 million SEAT account

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BARCELONA -- Volkswagen's Spanish subsidiary SEAT has awarded its $156 million Europe-wide account to Bates Worldwide following a seven month pitch.

The appointment, confirmed by Bates Germany's Frankfurt office late March 26, displaces Wilkens International, the former Ayer Europe network acquired by True North last year, and Casadevall Pedreno & PRG, Barcelona, Spain's largest independent agency, currently in talks with France's Publicis Group. Publicis handles the Renault account in around 20 markets.

Wilkens handled the $94 million SEAT account outside Spain and Casadevall had the $62 million Spanish business, though Casadevall's creative was used internation ally with adaptations by Wilkens.

Bates emerged victorious from a final shortlist of FCB, Germany; DDB-owned Griffin Bacal, London; and Casadevall.

In the past week, FCB Wilkens, Hamburg, has been appointed to a pan-European campaign for Korean car maker Kia and Kia's emerging rival, Hyundai, is close to appointing a new corporate and image advertising unit set up by Cordiant Communications Group to handle its pan-European image account. CCG is the holding company for Bates and Germany's Scholz & Friends.

Copyright March 1998, Crain Communications Inc.

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