GM's ad agency in the U.K. and Germany is Lowe, while McCann handles in the rest of Europe. However, GM in December went outside its roster and assigned a $60 million account to relaunch the Astra car in Europe to a small London agency, Rainey Kelly Campbell Roalfe.
McCann already held the Opel account in Hungary, the headquarters for Opel Southeast Europe. The agency now picks up Opel in eight additional markets where the carmaker has done little marketing: Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Macedonia, Romania, Slovenia and Yugoslavia.
"We're delighted that we can expand our relationship with McCann-Erickson by assigning them these important emerging markets,'' says Christopher Lacey, general commercial director for Opel Southeast Europe.
The agency will provide advertising and marketing communications services for the Opel brand and all Opel car lines, including Astra, Vectra, Omega, Tigra, Frontera, Combo and Campo.
Copyright January 1998, Crain Communications Inc.