WPP’s Grey London will be the new global creative agency for Volvo Car Corp. effective Jan. 1, 2014, according to Alain Visser, Volvo's senior vice president of sales, marketing and customer service. In a statement to Advertising Age, Visser remarked that Grey London has proven that “they are capable of delivering what we are looking for.”
He noted that the agency has, in a very short period of time, shown a very good understanding of the Volvo brand and needs. Arnold is Volvo’s current global creative agency. Tomas Caetano, Volvo vice president of brand marketing, disclosed that the account shift also will "absolutely" include Volvo's $50 million creative business held by Arnold in the United States.
Volvo launched a six-month long global creative review which eventually saw four agencies vying for the final offer. All four finalists pitched full creative proposals for the 2014 launch of the new XC90 crossover vehicle.
While it was well-known for safety and reliability, Volvo has suffered in recent years due to the lack of new models. While the US auto market surged in the first 10 months of 2013, Volvo's sales fell 7 percent to 52,112 units, according to the Automotive News Data Center.
According to Caetano, the wide-ranging agency search was aimed at finding a partner that would make the brand relevant to a new generation of car buyers. "We are deeply proud to have Grey London partner with Volvo Cars, one of the world's most iconic, innovative automobile brands,” David Patton, chief executive of Grey EMEA said in a statement.
“Grey London is a partner that can help us to tell the true story of our brand and present our values beyond safety and reliability. Volvo Cars, being a small and nimble brand, sought the same qualities in our creative partner. Grey’s deep understanding of our brand will ensure strong and consistent brand communication,” said Tomás Caetano, Vice President of Brand Marketing at Volvo Cars. [source: Volvo]