Volvo creates a dedicated unit to serve its marketing needs

Article by Christian Andrei, on August 25, 2010

A mere couple of weeks after Volvo moved from Ford to Geely Corp., Volvo is hard at work on restructuring its ad agency relationships to follow in the footsteps of other global auto manufacturers to create a dedicated unit to serve its marketing needs. These units have led to consumers becoming more interested in carmakers despite the fact that their names aren't exactly creative.

Ford's unit is name Team Detroit, Lexus has Team One, Mazda has Team Mazda, and now Volvo has Team Volvo. Team Volvo is planned to be an integrated unit that will have creative resources from Havas' Arnold, Euro RSCG 4D, and SapientNitro.

This setup will not include media-buying duties, which are handled by Havas' MPG in the US and WPP's Mindshare in Europe, China and elsewhere. Amsterdam will be where Team Volvo will be based and it will be staffed by 30 people.

Offices will also be built in Boston and China. Team Volvo will be working out of Euro RSCG 4D's offices in Amsterdam, but Volvo is currently negotiating for a new space.

Jorian Murray, who is the founding partner of Dye Holloway Murray and the former managing director of DDB London, has been appointed to be the team's global brand director, supervising communications for the car brand across three regional hubs, North America, China and Europe.

Topics: volvo, marketing

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