General Motors UK has appointed McCann Erickson Birmingham to handle its retailer marketing account for Vauxhall, Saab and Chevrolet.
The appointment is understood to be one of the largest pieces of business to enter the regions and will see the agency begin work on the account in November.
The estimated value of the account is thought to be around £30m.
McCann’s Birmingham will be tasked to deliver all above and below the line national tactical and retailer communication activity for the three automobile brands, working alongside media agency Carat.
It will also be responsible for co-ordinating the marketing of 697 UK retailers and managing a team of regional marketing consultants.
It is understood that the advertising agencies for the specific carlines remain unchanged.
Incumbents on the account were Delaney Lund Knox Warren and Luton based BMB.
Richard Hughes, Head Of Retail Marketing at General Motors, who oversaw the appointment process, commented: “With a host of new product launches looming for all our brands, the right Retailer communications are of the upmost importance to us. It's going to be a very busy time, so taking a coordinated approach across the portfolio with minimal overlap of marketing activities will lead to very effective communications programmes.”
Dean Lovett, chief executive of McCann Erickson Birmingham, added: "This represents a great win for the agency in what are very difficult times for the industry as a whole.
"General Motors is a brand that McCann Erickson has been associated with for 80 years, so we're extremely pleased to be working with them in the UK and look forward to getting started on the account in November."
General Motors has a long standing relationship with the McCann Erickson Network and only last week awarded McCann Erickson Frankfurt the £70m pan-European ad account to launch its latest Astra model.