Cogent stay quiet on MG Rover win and launch new campaign for Comet
Are the good times back again? Cogent gets busy with Comet
MG Rover has handed a chunk of its marketing account to Cogent, according to industry sources. The Meriden-based agency is believed to have picked up the majority of the car giant’s budget following an extensive marketing review.At the end of last year, MG Rover ended it’s relationship with its advertising agency of four years, M&C Saatchi, when it tasked Cogent with launching its City Rover vehicle. MG Rover has been working with Cogent for a number of years but prior to the City Rover project, the agency was one of a number of roster agencies and predomentanly only produced brochures for the client.
It follows speculation last year that MG Rover was looking to cut back on its marketing budget, possibly taking most of the work in-house. However, a key industry figure told Adline: \"Cogent has taken the lion’s share of the budget. MG Rover dropped most, if not all, of its roster agencies, and Cogent has been kept on.\"
Despite the speculation, the agency refused to comment, and there were no MG Rover personnel available for confirmation.
The news would signal a return to the Cogent of old, following a turbulent past couple of years. In January, Adline reported news of Cogent landing all brochure work for Land Rover, and it is also believed that Fortnum and Mason has appointed the agency to handle its entire marketing and communications account.
Cogent has also been busy working on a range of creative work for electrical retailer, Comet. The work, which includes an outdoor campaign for a new store and point of sale material, builds on the agency’s relationship with the client.