Sumita Vaid

General Motors consolidates Opel business with Enterprise Nexus

The new GMI business in the Enterprise Nexus portfolio is worth Rs 35-Rs 40 crore

General Motors India (GMI) has consolidated the Opel brand portfolio with Enterprise Nexus, Delhi, while awarding it the creative duties for ‘all new car businesses'. While both the agency and the company were not available for comment, executives close to the development confirmed the news to agencyfaqs!. The new business in Enterprise Nexus' kitty is worth Rs 35-Rs 40 crore.

agencyfaqs! diehards would remember that in July 2002, GMI had awarded the Corsa and Swing accounts to Enterprise Nexus and Astra to Ambience D'Arcy. With the latest round of realignment, Enterprise Nexus will handle the Opel Astra and Vectra, besides Corsa and Swing, which it acquired last year. For the record, the media duties for the entire GMI portfolio remain with Universal McCann.

To put things in perspective, last year GMI had conducted a full-fledged pitch to realign its Opel brands, which were divided between McCann-Erickson and Grey Worldwide India. While, McCann-Erickson was handling Corsa and Swing, Grey Worldwide was the custodian of Opel Astra. After the completion of the process, Enterprise Nexus was awarded the Corsa and the Swing accounts and Ambience D'Arcy won Astra. GMI had that time consolidated the media account with Universal McCann.

Now, with the consolidation of the Opel brands, Enterprise Nexus will be responsible for the entire gamut of below-the-line activities as well - including PR, direct marketing, events and promotions. For obvious reasons, GMI and its new agency refused to say anything about the brands and the nature of the duties in Enterprise Nexus' "new businesses" portfolio. © 2003 agencyfaqs!

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