Volvo to Pick Lead Shop To Handle Global Tasks

By David Kiley





NEW YORK–Volvo is considering selecting a lead global agency resource, possibly by year’s end, sources said last week. In realigning its advertising efforts for models sold globally, the Swedish automaker hopes to better focus its campaigns and reduce marketing costs.





The company’s core agencies are currently pitching for the assignment to launch Volvo’s new large sedan, which will likely be sold next year as the S80/V80 or S90/V90. The agency that secures responsibility will likely become the shop that handles global advertising for Volvo models that are sold worldwide.





‘Each market is controlled by a Volvo manager who has control over the advertising, and all that fragmentation leads to a very fragmented brand image,’ said one source.