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.