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Volvo is talking to its roster agencies around the world as it

searches for a lead agency to co-ordinate a consistent international

image.

The discussions - taking place with leading agencies in Volvo’s core

markets - are revolving specifically around how the car manufacturer can

best take a consistent approach for its next significant launch. One

agency will be chosen to spearhead this project across all

territories.

Volvo’s business is currently unaligned around the world, with Volvo

chiefs in each market free to choose their own agency to suit domestic

requirements.

Abbott Mead Vickers BBDO handles the pounds 21 million account in the

UK, while the Euro RSCG network has the Volvo business in several

markets, including the US, Australia and Asia Pacific. Saatchi and

Saatchi has Volvo in Spain, while in France the account is handled by

Australie. Gramm Werbeagentur is responsible for the business in

Germany.

However, Volvo now has a consistent positioning and product range around

the world and is keen to develop a single approach to launch its new

saloon in 1998. Domestic agency appointments will remain unchanged.

A similar lead-agency approach was taken for the launch of the S40 and

V40 models last year, when AMV was chosen to steer the advertising

across Europe. The S40 ads showed the car emerging from beneath a chrome

covering, with the endline: ’Underneath it’s a Volvo.’

Chris Thomas, the new-business director at AMV, said Volvo was now

seeking a lead agency ’which knows the brand well and can develop the

most effective way of conveying that brand proposition around the

world.’

Craig Fabian, the communications manager for Volvo in the UK, was

unavailable for comment.