Saab Picks Digitas Over Martin Agency As Interactive Ally

Saab Cars USA, a unit of General Motors, has selected Digitas as its first lead interactive agency.
Digitas of Boston defeated The Martin Agency in Richmond, Va.–which handles Saab’s general ad account–and other undisclosed shops for the assignment, said client representative Steve Janisse.
The work will consist mainly of creating interactive advertising, promotions and media strategy.
Martin’s assignment is not affected by the decision to hire Digitas, Janisse said.
Spending was not disclosed.
Digitas was selected largely on the strength of its interactive work for General Motors’ wcorporate efforts and the car maker’s various nameplates, such as Oldsmobile.
–David Gianatasi