MVBMS to Win Volvo in Europe




New Brussels Outpost Would Service $50 Mil. Pan-European Account
NEW YORK–Messner Vetere Berger McNamee Schmetterer/Euro RSCG is in final negotiations with Volvo for the car maker’s $50 million pan-European creative account, sources said last week. The win would bring the agency’s total Volvo billings to $150 million and also necessitate the opening of an office overseas.
The pending appointment of MVBMS comes as the Ford-owned Swedish auto maker takes steps to consolidate the lion’s share of its $200 million European media account, divided among various local incumbents. Sources said MindShare, the global media-buying arm of WPP Group, is the favorite for that business.
Executives with Volvo, MVBMS and MindShare could not be reached by press time on Friday.
Should MVBMS complete the deal with Volvo, the New York-based agency plans to launch a
30-person outpost in Brussels to manage the account, said agency partner Ron Berger.
The pan-European win would leave the Far East, where Volvo works with Tokyo-based Dentsu, Young & Rubicam, as the only major region where MVBMS does not serve as Volvo’s lead agency.
MVBMS, which has handled Volvo’s estimated $100 million North American account since 1991, upended three nonroster agencies to win the business: Leagas Delaney and Wieden
+ Kennedy, both London, and 180 in Amsterdam, Netherlands, said sources.
Pan-European creative incumbent Forsman & Bodenfors in G…teborg, Sweden, was not invited to pitch, but is expected to retain local creative chores for Volvo in Sweden, sources said.
Various European agencies, including Abbott Mead Vickers/ BBDO, London, will for now keep regional Volvo assignments, but it is unclear if Volvo will retain multiple resources for the long term, sources said. AMV/BBDO has handled Volvo creative in Britain for more than 20 years. K