Volvo Cars is poised to appoint its US agency to handle its £32m pan-European advertising business, following Forsman Bodenfors decision to resign the business two months ago.
The agency, Messner Vetere Berger McNamee Schmetterer/Euro RSCG – which has only one office based in New York – is setting up a new agency in Brussels, where Volvo has its European headquarters.
The appointment makes MVBMS lead global agency for Volvo.
Last year, Volvo said it was splitting its global creative business between Forsman Bodenfors and the US agency to create a consistent message for the brand.
MVBMS will create advertising for each new launch. Abbott Mead Vickers.BDDO, Volvo UK’s local agency, is expected to continue to adapt work for the UK market, after losing its place on the global roster last year.
The decision to appoint MVBMS was made by Volvo global head of marketing Dieter Laxy, who joined the Ford-owned company last year from BMW.
Forsman Bodenfors, which is based in Gothenburg, will continue as the local agency for Volvo in Sweden.
Ford is poised to move Volvo UK’s £25m media buying business from New PHD into MindShare. The move is part of a European consolidation of all Ford’s media buying.