Volvo Car Group
(Volvo Cars) announces London-based Grey London Advertising (Grey London)
as its new global creative agency. The
contract will start 1st of January 2014.
“We are delighted to have Grey London onboard, taking
Volvo Cars to the next level by visualizing our personality and releasing the
full potential of our unique brand,” said Alain
Visser, SVP Sales Marketing & Customer Service at Volvo Cars.
Grey London’s strong
global insights, combined with the ability to make Volvo Cars relevant in
each individual region, will play a very important role in the transformation
journey and the ambition to create a more premium visual of the Volvo Cars
brand.
The aim is to portray a more sophisticated image, built on
the unique Swedish heritage that demonstrates confidence and unconventional
attitude.
“Grey London has proven that they are capable of delivering
what we are looking for. The team has, in a very short period of time, shown a
very good understanding of our brand and our needs,” said Alain Visser.
Volvo Cars agency review was focused on a pitch for the
launch of the next Volvo XC90 due to be introduced to the market in 2014.
The all-new Volvo
XC90, an important carrier of the brand image, will be the first car built
on with our new design direction on the new SPA architecture. It was therefore
decided to base the pitch on this immensely important product launch. Each
agency was asked to proof their capabilities with strategy for the Brand and
Creative proposals for the XC90.
The objective was to find a partner that share the
conviction of finding a unique Volvo way of creating both relevance and
differentiation to customers, and to challenge the conventional way of going to
market.
“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.
David Patton, CEO and President of Grey EMEA commented, “We
are deeply proud to have Grey London partner with Volvo Cars, one of the
world's most iconic, innovative automobile brands. We can’t wait to get started
in 2014 - we’re going to do some amazing work together”.
The final decision was made following a global creative
agency review that was announced in June 2013 and has involved the
participation of six agencies, with just four agencies presenting their full
proposals.
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