Vauxhall appoints I Spy

by Elizabeth Clifford-Marsh, Revolution UK 18-Mar-09, 09:30

LONDON - Vauxhall has appointed I Spy Search to handle natural search across its product range of cars, vans and finance.

The General Motors marque's paid search account is held by Carat and I Spy has been appointed to work alongside the Aegis agency.

Katherine Brashaw, digital communications managers for GM UK & Ireland said the firm constantly reviews the effectiveness of its ad spend. She said search spending will remain a key component in Vauxhall's digital strategy in the short term.

"in an economic downturn, we need to make sure our search spend is being used most effectively and we probably rely on other media more to brand build and drive awareness," she said.

Vauxhall relaunched its website at the end of last year, with the search strategy focussing on making it easier for consumers to find the brand when using generic search terms.