The assignment covers the launch outside the U.K. of the new Rover 25 and 45 models, the successors to the Rover 200 and 400. The launch willinvolve 36 countries, mainly in Europe.
WCRS picked up the international business only last November and its pan-European campaign is currently running.
A Rover spokesman says the switch to M&C Saatchi does not reflect on WCRS' creative execution but reflects Rover's need to consolidate the business to create a "single global message."
M&C Saatchi already handles the Rover U.K. $30 million U.K. business it picked up last September from Ammirati Puris Lintas [now Lowe Lintas & Partners Worldwide].
In the U.K., WCRS will continue to handle BMW Group advertising on the BMW and Land Rover brands. "It's prudent to have a foot in each camp," says a spokesman.
Copyright January 2000, Crain Communications Inc.