AMV scoops pounds 60m upmarket Volvo launch

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.

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

models.



Andrew Robertson, the managing director of AMV, said: ’We have been

appointed by Volvo to handle a very significant global project,

excluding Scandinavia.’



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

first time.



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.



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