Volvo’s Agency Review Could Expand to Include Arnold’s U.S. Business
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Volvo Cars’ global agency search has taken as many hairpin turns as a racetrack.
What started in June as a review aimed at consolidating the automaker’s agency relationships around the globe but was explicitly stated to not include the U.S., could now expand to include the $50 million U.S. creative account held by Havas’ Arnold Worldwide.
It’s a sign that the 86-year old Swedish auto brand, now owned by China’s Zhejiang Geely Holding Group, continues to look for efficiences. The automaker had earlier used a “Team Volvo” structure — a popular approach for car advertising — that was an alliance between three agencies: Arnold Worldwide, SapientNitro and what was then called Euro RSCG 4D. But in 2011 it consolidated that approach and moved all of its business in the U.S. to Arnold.
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