AMV adds £2m after Volvo pitch

Volvo UK has reviewed its marketing agency roster, resulting in Abbott Mead Vickers.BBDO gaining an extra £2m of UK business, taking its total revenue from Volvo business to £26m.

The Ford-owned car company has also severed its relationship with three of its four below-the-line marketing agencies, handing the combined account to Brann in Cirencester.

Volvo has terminated its contracts with Hamilton Wright, DMP and Clarke Hooper Momentum.

The car company has now asked JJ Marketing, the Russell Organization and RLA Associates – its three incumbent marketing agencies for retail – to pitch to become sole agency. A decision on the pitch is expected by mid-June.

Volvo called the review, overseen by Volvo regional communications manager Bernard Bradley, to reduce the number of agencies it works with from ten to four.

As well as handling national advertising, AMV has also been given the responsibility of Volvo’s Selected Used Cars and Corporate Sales brands.

Media, which is handled by MindShare, is unaffected.

Bradley says the costs saved by reducing agencies can be reinvested into other areas of Volvo’s business.

The news will be welcomed by AMV, which has seen its input on Volvo’s advertising diminish over the past three years.

The bulk of Volvo’s advertising is now handled on a European-basis by MVBMS Fuel Europe. The Amsterdam-based agency recently released its first advertising campaign for the S60 model.


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