Lowe, McCann strengthen General Motors partnership

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ZURICH -- The G.M. Brand Communications Group, the partnership between Lowe & Partners Worldwide and McCann-Erickson Worldwide set up to service the General Motors Europe account, is beefing up its management with the appointment of Alfredo Marcantonio to the newly created position of senior vice president, executive crea tive director.

Mr. Marcantonio, who began his career with Volkswagen in the U.K., was a found ing partner of Lowe Howard-Spink, London, until 1987 and most recently vice chairman of Abbott Mead Vickers BBDO, London, and creative vice president of BBDO Italy. He will work alongside Garry Neel, senior vice president and general manager of the G.M. Brand Communications Group.

Based both in London and Zurich, Mr. Marcantonio's main responsibility will be as a "senior creative strategist" charged with improving the effectiveness of General Motors advertising in Europe.

Lowe and McCann, both members of the Interpublic Group of Companies Inc., re cently lost out to non-roster G.M. agencies with the appointment of small London agency Rainey Kelly Campbell Roalfe to the $60 mil lion relaunch of the Astra across Europe and of Saatchi & Saatchi Worldwide, Frank furt, in its crucial home market of Germany.

Traditionally, G.M. had relied on Lowe in Germany and the U.K. and McCann in the rest of Europe.

In addition, in January, Adam Opel moved all its advertising in Germany, except for the Astra, to five month old Hoffman & Schnakenberg. Lowe took a minority stake in the agency which is renamed Lowe Hoffman & Schnakenberg.

Copyright March 1998, Crain Communications Inc.

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