Volvo shifts global creative account out of Grey London

Volvo: will use agencies from key markets for global work
Volvo: will use agencies from key markets for global work

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 last year.

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