NEW YORK (AdAge.com) -- Amsterdam Worldwide BV has won launch duties for the Opel/Vauxhall Meriva small minivan across 40 European countries. A successful launch of the Meriva, Europe's top-selling small minivan, is key to the future of General Motors Co. subsidiaries Opel of Germany and its U.K.-based sister brand Vauxhall.
The ad agency formerly known as StrawberryFrog, Amsterdam, beat out McCann Erickson; Lowe, London; and Delaney Lund Knox Warren & Partners in the pitch. Spending wasn't disclosed, but executives familiar with the matter said that pan-European auto launches can be worth as much as $90 million.
"When we examined the cultural context across a lot of markets, we came upon a clear and simple idea that captures this specific car and the role of the Opel brand in the lives of Europeans," Amsterdam Worldwide CEO Brian Elliott said of the pitch, though he did not disclose the specifics of that idea.
Duties include an integrated campaign to launch the Meriva across Europe after its debut at the Geneva auto show in March 2010.
Amsterdam Worldwide has launched cars internationally for GM in the past two years, including the Opel/Vauxhall Agila, Chevrolet Aveo and Chevrolet Captiva.
GM has a chunk of the German-based automaker up for sale. Sources say the company will sit down next week to discuss a deal for its European operations. The German government, which has provided Opel with bailout funds, wants GM to sell Opel to Magna International Inc. The Wall Street Journal has reported that GM is asking the governments of the U.K., Poland and Spain for additional aid for Opel as part of a deal to keep control of Opel. German politicians and Opel's unions oppose that plan.
Jean Halliday contributed to this report.