Volvo Cars is close to awarding its dollars 50 million pan-European
advertising account to Messner Vetere Berger McNammee Schmetterer/Euro
The move will give the agency, which is based in New York, lead global
agency status for the Volvo account.
A formal appointment is expected as early as this week, prompting
sources in London to question the future of Euro RSCG Wnek Gosper’s
relationship with PSA. The agency handles the advertising for Peugeot
and Citroen in the UK.
’The big question is how PSA will react to this,’ a source at a roster
agency said. ’It’s one thing to have an agency working in the States on
work that will run around the world, but Volvo is increasingly going up
against PSA’s cars. If Messner does not have agencies in other markets
it will have to use the resources of existing agencies in the network
and that’s a conflict issue.’
Messner Vetere already handles North America, while other Euro RSCG
agencies handle the account in Australia and some parts of Asia.
Brett Gosper, Euro RSCG’s chief executive, has denied that the network’s
relationship with Volvo will cause problems for PSA.
’Euro RSCG is a PSA network in Europe. Messner is not setting up a
network in Europe to handle Volvo and neither will it be using the
All parties know the importance of the relationships involved,’ he
The review was sparked in April when Volvo began talks with a number of
European networks about finding a new agency to drive creative for all
future pan-European car launches. The aim is to give the company a more
unified presence in the world’s largest markets.
The previous launch, for the V70, was handled by the Gothenburg-based
Forsman & Bodenfors, which had resigned the international account in
March this year. It will continue to handle the business on a local
Abbott Mead Vickers BBDO handles the pounds 24 million Volvo account in
the UK. The appointment is not thought to affect that relationship.