GM awards McCann Erickson £70m Astra account

General Motors has awarded McCann Erickson Frankfurt the £70m pan-European ad account to launch its latest Astra model.

Vauxhall Astra

The launch of the Vauxhall marque is expected to be GM’s biggest marketing push since it announced plans to sell off its European business earlier this year.

McCann Erickson Frankfurt won the account following a pitch against Lowe Germany and Delaney Lund Knox Warren.

DLKW has an existing relationship with GM, having handled the 2006 Astra launch, as well as advertising around the Corsa and Insignia models in 2008.

The latest Astra model will be unveiled by GM at the Frankfurt Motor Show this September, ahead of the campaign breaking in December.

Vauxhall recently signed up its Tigra model to sponsor series three of Living TV’s Britain’s Next Top Model.

Meanwhile, GM is still awaiting the outcome of a possible sale of its European business which encompasses the Vauxhall and Opel brands.

The three bidders for GM Europe are Canadian car parts company Magna International, Belgian-based investor RHJ International and Beijing Automotive Industries.

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