The appointment, which followed a two-way pitch against 180 Amsterdam, was confirmed by Vauxhall Opel European brand communications director Olivier Danan. He added that the Astra would be the marque's most important launch in 2007. The campaign is expected to run mid-next year.
Since September 2005, GM has invited its roster agencies DLKW, McCann Erickson, Marcelle Paris and 180 Amsterdam to pitch for individual launch briefs.
The procedure was introduced by Vauxhall Opel's executive director of European marketing, Alain Visser, and effectively ended Lowe London's hold on the Vauxhall account, which it had held since the 80s.
The brief is the latest Vauxhall Opel win for DLKW. The agency, which was added to the marque's roster in 2002, picked up the launch brief for the Corsa last November.
Separately, Danan said Vauxhall Opel is still planning a £60m pan-European umbrella drive next year.
Though it was initiated late last year, Danan said the pitch for the work is ongoing. The activity will promote the manufacturer's range of cars and will be the first time Vauxhall has used Opel advertising for an umbrella campaign.
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