MindShare is on the hunt for planners and buyers after picking up
the prestigious pounds 20 million Volvo UK media contract.
The agency’s managing partner Jonathan Davies will be in charge of the
account and will work with Martin Gibbins, the agency’s business
Davies already handles media for Volvo’s parent company the Ford group,
which includes the Jaguar, Mazda, Ford Motors and Ford Dealers
He said he was restructuring his group to take account of the new
business and expected to announce the new structure this week.
Davies revealed he was looking for four or five staff to form a
dedicated planning and buying team for Volvo.
He added that planning for Volvo’s media strategy was still at an early
The Volvo team will work alongside the agency’s 28-strong Ford group
planning and buying unit.
Haldun Kayali and Claus Schiko, who are both business directors, oversee
TV buying for Ford. Howard Bareham, head of radio, also works on the
Ford group account.
Ford spends pounds 170 million a year on media in the UK; Davies called
the group an ’agency within an agency’.
The incumbent agency on the Volvo account in the UK was New PHD.
Volvo has traditionally spent the bulk of its media budget on TV and
press, although Volvo Dealers has used some radio advertising.
Davies would not confirm if the win included Volvo Dealers but said an
announcement was due shortly.
The incumbent on the Dealers business - which is worth pounds 183,000
(AC Nielsen MMS) - is Roland Long Advertising.
MindShare’s international department already works for Volvo, having won
the dollars 200 million centralised pan-European business earlier this
The international business is overseen by Nick Waters, the managing
partner for MindShare’s international department.
The car manufacturer is expected to award its pan-European creative
account to New York-based agency Messner Vetere Berger McNammee
Schmetterer/Euro RSCG. Abbott Mead Vickers BBDO is expected to retain
the pounds 24 million creative account in the UK.
Volvo recently poached Bernard Bradley from Volkswagen to head
advertising, marketing and communications in the ’sausage’ regions of