Abbott Mead Vickers BBDO has been awarded the pounds 60 million
global launch of an upmarket Volvo in the first stage of a plan by the
Swedish carmaker to bring global consistency to its advertising.
The appointment follows talks between Volvo and its worldwide roster
shops as part of efforts to bring greater synergy to its message
(Campaign, 25 April).
It represents a huge vote of confidence in AMV, whose handling of
Volvo’s pounds 21 million UK account was complemented last year with an
assignment to handle the pan-European launch of the S40 and V40
Andrew Robertson, the managing director of AMV, said: ’We have been
appointed by Volvo to handle a very significant global project,
The new model is understood to be a replacement for the Volvo 9 series
and will mean AMV’s Volvo work being seen in the key US market for the
AMV contested the pitch against Forsman and Bowdenfors (Scandinavia),
Messner Vetere Berger McNamee Schmetterer (US), Dentsu Y&R (Japan) and
Pirella Goettsche Lowe (Italy).
Volvo’s move reflects a growing interest among car manufacturers in
re-establishing core values.
Volvo’s international marketing division in Brussels and its group
marketing unit in Gothenburg have been co-ordinating the company’s ideas
on achieving a more consistent approach to launches and creating more
cohesive global campaigns.