DLKW and Lowe line up to fight for new Vauxhall Meriva brand

Camilla Palmer,

September 12, 2002

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DLKW and Lowe line up to fight for new Vauxhall Meriva brand

LONDON - Lowe is battling to defend its share of Vauxhall's £60m UK advertising account with news that it will pitch against the rival roster shop Delaney Lund Knox Warren & Partners for the multimillion-pound task of launching the Meriva brand.

The agencies are working on launch ideas for the Meriva, a mini-MPV extension of Vauxhall's Corsa model. The Meriva will launch in the UK next year.

The review comes as Vauxhall beds down its new roster system, implemented in April in a bid to revitalise its brands, and work on launches. Vauxhall held a review for the £16m Corsa account and asked the 18-year incumbent, Lowe, to pitch against DLKW and DFGW.

DLKW won the Corsa business, launching its inaugural work this month, and took a position alongside Lowe on the business. The Vauxhall marketing director, Dean Barrett, planned to put subsequent pieces of business up for pitch between the two agencies,but he insisted Lowe would remain the lead shop.

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