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Lowe London set to claim £5m Chevrolet account

LONDON - Lowe London is set to win the £5m UK Chevrolet car account after a pitch against Leo Burnett and Luton agency Butterfield Morris Bushell.

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Lowe currently also holds the Saab and Vauxhall accounts in the UK and this move would consolidate the three General Motors-owned brands into a single shop.

The current review began in October when GM was looking to centralise its advertising business. Agencies asked to pitch were GM's roster agencies including Delaney Lund Knox Warren & Partners, Lowe London, Leo Burnett, Kastner & Partners and McCann Erickson. However, in the end it just came down to three, including Butterfield Morris Bushell, with Lowe London the final choice.

Interpublic's DraftFCB is the incumbent on the Chevrolet account, creating the current campaign, which features a fleet of the cars driving around a city accompanied by The Fine Young Cannibals' track 'Good Thing'.

In April, GM appointed FCB London to handle the pan-European advertising for the launch of the Chevrolet Captiva SUV. FCB scooped the account after a three-way pitch against two of Chevrolet's other roster agencies, Leo Burnett and the Frankfurt-based Buhler & Partners.

Lowe London would not comment on the news.

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