Volvo Cars has shifted its global creative account out of Grey London. The car maker's global campaigns will now be produced from Sweden, China and the US.
Grey London was appointed as Volvo’s global creative agency after a pitch in December 2013. But, following a change in strategy, Volvo will now work more closely with agencies in its key markets.
Grey London will continue to work on global co-ordination and UK work. Upcoming Volvo projects by the agency include a global print campaign, idents for Sky Atlantic and the second phase of its LifePaint safety product.
Alain Visser, the senior vice-president, marketing, sales and customer service, at Volvo Cars, said: "On advertising, we have decided to go for global campaigns.
"The Avicii campaign [recently created by Forsman & Bodenfors] is an example of a truly global campaign. In the development of the global campaigns, we work with Grey New York, Grey Shanghai and Forsman & Bodenfors in Sweden, which all pitch for a creative concept."
Grey London won the account from Havas’ Arnold Worldwide, and unveiled its first global creative work, called "The Swell," in September 2014.
This story first appeared on campaignlive.co.uk.