Piaggio seeks ad agency for congestion charge campaign

Piaggio is looking for an advertising agency to run a campaign for its Vespa motor scooters, ahead of the launch of congestion charging in London next year.

The company has a &£500,000 budget and wants to emphasise that scooters are exempt from congestion charges.

Vespa marketing manager Costantino Sambuy says he wants to appoint a smallto medium-sized agency as he says that larger agencies, used by the company in the past, have “not been good with our budget”. There is no incumbent on the account but the agency has recently used Anderson Hearn Keene for its direct marketing.

Sambuy says: “We will go through a pitch for this. In August and September, we will invite three to four agencies to present to us in October. We would want them to start the work by November in time for February 17, when congestion charges start.”

Sambuy says that Piaggio’s sales have risen from 600 in 1993 to 30,000 in 2001. He admits, however, that sales are flattening out and says he wants to make scooters as common as they are in mainland Europe.

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