Volvo switching to a new global advertising structure

Article by Christian Andrei, on December 10, 2011

Volvo is switching to a new global advertising structure after more than a year of being owned by Chinese firm Zhejiang Geely Holding Group Co. "Team Volvo" will be dismantled and lead global duties will be assigned to Havas' Arnold, which would then be Volvo’s agency of record in the U.K. and in China. The Boston-based agency is a newcomer in these two markets. Zhejiang Geely paid $1.5 billion to acquire Volvo from Ford in 2010.

Arnold has experience in managing Volvo's creative work in North America but at the time, the account was shared with SapientNitro.

SapientNitro will still handle Volvo’s advertising in Australia but it had been removed from the roster in China and the U.K. Starting in early 2012, Arnold will head the global account of Volvo. It will still be managed by Global Brand Director Jorian Murray and Global Executive Creative Director Sean Thompson.

Due to this change, the Team Volvo model that was established in 2010 will be ended by the end of 2011. Team Volvo was formed with the coming together of Arnold Worldwide, Euro RSCG 4D and SapientNitro.

With the change, Volvo is turning its back on a popular strategy among automakers to create teams to support their ad business. A few examples are WPP's Team Detroit, which handles Ford’s campaign; WPP's Team Mazda; and Team One for Lexus.

The Volvo Universe Concept wowed the crowd at the recently held Frankfurt Motorshow in Germany. The Universe concept opens its doors to all the new possibilities involving the Volvo Cars of the future.

Volvo You Concept cars are the basis of design evaluation to help them create the next Volvo car under the big car segment. So that means, the You Concept basically shows us how the next big sedan is going to look like. Stefan Jacoby (Volvo’s CEO and President) also believes that it’s the mixture of Scandinavian design plus the exemplary skills and new technologies that will attract buyers worldwide.

Nevertheless, Volvo’s You Concept has the closest resemblance to a coupe’s exterior. They have also employed the latest technologies and most luxurious interior package there is to help the driver stay in command. This includes the new Smart Pad technology that comes with highly intuitive features for an exceptional driving experience.

Volvo has so far collected positive global feedback regarding the Universe Concept. Notably, these are solely based on social media and surveys. Still, Volvo’s VP for Design Peter Horbury also said that the most significant input has been applied in the process that’s why the Volvo You Concept’s daring and coupe-like profile is far better than the Universe Concept. In spite these, they made sure to include Volvo’s iconic look at the front end.

Horbury also added how the fastback profile has a large number of followers in the European market. In fact, he also thinks that their next objective is to explore the new trend considering how the Chinese buyers are also looking into the same design. This is also the reason why they want to get as much feedback as possible so they can be sure of its successful outcome.

As a whole, the company’s strategy is to attain profitable growth by catering their products based on the prerequisites of today’s consumers. At the end, Jacoby assured that they are “listening” to how the world perceives their product and that they want to deliver only the best luxury car brand to their buyers.

Topics: volvo, advertising

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