Auto giants Ford, General Motors and DaimlerChrysler have seen the second stage of a pitch for their £100 million pan-European creative and media account. The business covers a newly expanded joint website venture.
The trio are enlarging their Covisint online business-to-business scheme – initially designed to distribute parts – to include a consumer-oriented site distinct from their dedicated web services. Behind the decision lies a desire to intercept customers at the start of the car-buying process, in a bid to undermine the influence of independent services such as What Car?, Top Gear and Fish4.
The agency pitch has been whittled down from an initial eight groups to four – each consisting of a creative and a media shop in partnership. Although the surviving contenders have not been revealed, they are believed to include Young & Rubicam (a Ford shop and incumbent on Covisint’s car parts account), McCann-Erickson (from GM’s roster) and Honda’s agency CDP.
News Source: CampaignLive (UK)