Saab GB appoints head of sales and marketing

Saab GB has appointed Jonathan Nash as its new general marketing manager, nine months after the previous occupant of the post left.

He was previously general manager sales at the company but the two jobs have now been combined, with Nash taking overall responsibility for all advertising and marketing.

Nash replaces Geoff Acton who left in March after criticising the Swedish parent’s marketing strategy (MW April 7).

Advertising manager Debi Wadsted left in the same month, to be replaced in May by Simon Allen.

Acton and Wadsted were the architects behind Saab GB’s 4m advertising campaign, created earlier this year by Barker & Ralston. It was the company’s first UK-produced television work for seven years.

Acton and Wadsted wanted Saab GB to develop a more independent direction in its marketing. However, the Swedish parent was determined to establish Saab as a brand, supported by a single global marketing strategy.

Saab recruited Swedish agency Lowe Brindfors, part of the Lowe Group, in February 1994 to handle all creative work, but then Saab GB won approval for the Barker & Ralston UK campaign. However, Lowe Brindfors has now taken over the most recent UK drive.

Saab’s sales in the UK have increased by almost 20 per cent this year and stood at 10,269 at the end of last month.

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