Czech car manufacturer Škoda has appointed FCB as its new global agency of record at the outcome of a competitive pitch process.

Handled by London’s The Observatory International, the process involved three other undisclosed agencies. FCB will run the account out of its London office and will transition with Škoda’s previous agency, OptimistThjnk, until the end of June.

FCB’s new remit will be to oversee major product launches and priorities for over 20 major markets. The move comes as the VW-owned firm increasingly looks to compete in the upscale marketplace with the development of a new brand platform.

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“With FCB we identified not only first-class agency support but also a true long-term business partner, and they exceeded our expectations throughout every stage of this process. We are looking forward to getting started,” Škoda Auto global head of marketing, Meredith Kelly said.

The new deal with FCB will cover Škoda global creative account only, and is not linked to any of its existing media accounts or regional agency relationships.

FCB global CEO, Tyler Turnbull added: “The opportunity to partner with Škoda is a dream come true for everyone across FCB. From the first moment we spent together, we felt an incredible connection across our companies given our challenger spirits, passionate people and shared belief in the economic power of creativity. Together, I’m confident that we can help build the Škoda global business like never before.”