Saab and Lowe is a happy marriage

With reference to your “Lowe loses Saab to Leagas” story (MW last week), I write to correct you, and to confirm that Saab has no plans to move its marketing away from Lowe Brindfors.

Lowe Brindfors is Saab’s global lead agency with teams in New York and Stockholm and led the work for the launch of the new 9-3 1.9 TiD range, including the development of the overall communication concept, integration throughout all disciplines and execution on the print, outdoor, inserts and so on.

One piece of the 9-3 TiD launch communication campaign is the television commercial, with Leagas Delaney developed, in very close dialogue with Lowe Brindfors, under our leadership. This ad will run in most European markets, excluding the UK.

Saab’s successful method of cross-agency work has been in place for many years, and it is by no means used as a way for us to have a constant pitch scenario, or put pressure on our agency relations. I hope this clarifies the issue.

Knut Simonsson

Global sales, marketing and brand director

Saab Automobiles

Tröllhattan, Sweden

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