Piaggio trawls Europe for agency to launch scooter

Italian scooter manufacturer Piaggio is holding a pan-European pitch for the multi-million pound launch of a new three-wheel scooter.

The company is in talks with 17 agencies across Europe, most of which have worked with Piaggio in the past, and will draw up a shortlist in the coming weeks before holding a pitch later in the year.

The assignment involves coming up with a name for the new model and then creating a launch campaign, which will include TV ads. Mediaedge/CIA will handle media planning and buying.

The company claims the scooter will be the first model in the world to have two wheels at the front and one at the back.

Piaggio appointed TBWA Italia to handle creative duties for its Beverly, Liberty and X9 scooters in April last year following a pitch against JWT. The agency produced a series of press and poster ads which promoted the scooter as an alternative to the car in the city.

TBWA Italia was also awarded the advertising business for the Vespa in March last year. The now defunct Bates used to handle Piaggio’s advertising in the UK.

The Football Association struck a deal with Piaggio last year to develop an England-branded scooter in the style of the team’s new kit.

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