DIRECT: Vauxhall shifts to media-neutral stance

Vauxhall is taking a bow to media neutrality with the restructuring of its marketing department, which will see customer relationship management merged with the car-maker's above-the-line function for the first time.

The automotive firm, part of the General Motors empire, is creating a single integrated marketing division, from which all marketing communications will be planned and developed. CRM and advertising previously operated as separate groups.

The new division will be headed by Jos Sharp, who has been promoted from her previous role overseeing Vauxhall's below-the-line spend. Vauxhall has a marketing budget of around £60m.

Sharp will be responsible for Vauxhall's advertising, direct mail, online communications, literature and point-of-sale material, as well as all GM Card, dealer, fleet and after-sales communications. She will report in her new role to Vauxhall's UK marketing director Dean Barrett.

"The new structure will ensure effective use of all marketing budgets, regardless of media selection," said Barrett. "Communication plans will be developed by understanding the benefits, costs and synergies of all media opportunities and marketing disciplines, in order to maximise return and investment."

The restructure should lead to greater co-operation between its roster of agencies as it looks for media-neutral communications solutions.

The lion's share of its adspend is handled by Delaney Lund Knox Warren following several pitch successes against incumbent Lowe.

Marketing's Below-the-Line Agency of the Year for 2002, TBWA/GGT Direct, handles Vauxhall's direct marketing spend.

Vauxhall's models include the Meriva, which will be backed by a significant marketing spend next year, the Vectra and the Corsa.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material