Lowe Howard-Spink wins Pan-Euro GM launch

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LONDON -- General Motors Europe has appointed Lowe Howard-Spink, London, to the pan-European launch of the new Frontera car, which debuts in the U.K. this October. The account is reported to be worth between $16 million and $25 million.

The business, won in a pitch with McCann-Erickson, London, follows a "lengthy process of pan-European strategic and creative development," according to LH-S. The campaign was developed with the agency's client in the U.K., Vauxhall.

LH-S claims the Frontera advertising will be the first ever pan-European campaign for General Motors, since the Astra relaunch ads from Rainey Kelly Campbell Roalfe, London, didn't run in Germany - GM's biggest European market.

"We believe we have a truly powerful piece of advertising which we know works well across all of Europe," says Paul Hammersley, managing director of LH-S.

Western International Media, the joint venture between Western Media, Initiative Media and the Lowe Group, will handle the media for Frontera.

Copyright July 1998, Crain Communications Inc.

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