PARIS - Skoda has put its estimated E10 million French advertising account up for review, just months after moving it from Grey Direct of Paris, to local independent agency Bon Angle, Paris.
Bon Angle has handled all of Skoda's French brand and product advertising since June. Its first job was to promote the Czech carmaker's Fabia supermini that went on sale in France in May.
Agencies expected to compete for Skoda's account include: Callegari Berville Grey, which has links with the former account holder, and the Paris agencies of CLM/BBDO Worldwide, Leagas Delaney Paris Center and DDB Worldwide. The latter agency also works for Skoda's German parent Volkswagen.
'We are going to change our communications radically in 2001, including a gradual and important increase in advertising spending,' says March Hedrich, Skoda's marketing director in France.
A final decision on the new agency is expected in early November with a new advertising campaign scheduled to start early next year.
Skoda sold just more than 11,000 units in France in 1999, up nearly 20 percent on 1998 figures.
Skoda expects to sell more than 12,000 units in France this year. It hopes to boost that figure to 17,000 in 2001, powered by a new advertising strategy.