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Mother wins place on Vauxhall roster with launch task for new Crossland SUV

Vauxhall Motors has appointed Mother London to handle the launch campaign for the Crossland X, its new SUV. Most of Vauxhall’s advertising is handled by McCann Central which will launch the new Insignia car in the summer.

Vauxhall is also reviewing its marketing services account which covers CRM, point-of-sale, print and retail marketing. MRM Meteorite (part of McCann), Geometry Global, Oliver and Graymatter are pitching.

It’s to be hoped for all these agencies that there’s still a Vauxhall in a couple of years’ time as owner General Motors is working on a deal to sell the company (Opel on the continent) to France’s PSA Group which owns Peugeot and Citroen. Such deals usually bring factory closures although Vauxhall’s two UK plants, in Luton and Ellesmere Port, are among GM’s most efficient. The Crossland X (below) is a replacement for the Meriva.

Vauxhall marketing director Simon Oldfield says: “Mother London adds a further dimension to our agency team. For this all-new model in our range we wanted new insight on the car’s likely customers and a fresh approach to the creative. The SUV segment is fast growing with many new product entrants, each with their own story to tell. We need to create standout in this crowded space and in doing so, give fresh impetus to the Vauxhall brand.”

Mother London head of strategy Katie Mackay says: “Vauxhall has a long and rich history of culturally-resonant campaigns that reflect the best of Britain. We’re delighted to be shaping the next chapter and look forward to leveraging the Crossland X launch to transform latent love into action for the brand.”

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Latent love indeed. Not what you might have said about Vauxhall a while back but its new product line-up has performed well. Mother is our current Agency of the Year but 2017 begun on a downbeat note with the big Boots account moving to WPP after 13 years following a procurement-driven deal negotiated by Sir Martin Sorrell and Boots’ US owner.

But Mother, best-known for its work on the likes of IKEA, Stella Artois and MoneySupermarket is capable of bringing some much-needed spark to the car market. Its presence will also increase the pressure on McCann to produce an outstanding relaunch for big-selling business brand Insignia.

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