Digitas Europe SA to Handle DM for Saab

Share this content:
Saab Automobile AB has named Digitas Europe SA, London, as its worldwide agency of record for direct and relationship marketing.


The appointment extends the Swedish automaker's relationship with Digitas, whose Boston office already handles U.S. online marketing for Saab Cars USA. General Motors Corp. owns Saab, Goteberg, Sweden.


Digitas competed with MRM Partners Worldwide, London; Lowe Live, New York; and two Swedish agencies for the Saab account, which is a 29-month contract. Billings were not disclosed.


"They're trying to better define their niche in the auto industry," said Danny Flamberg, senior vice president at Digitas Europe, London, and a columnist at iMarketing News. "Number two, they're trying to dramatically increase their sales. And, number three, they're trying to retain a larger percentage of their current customers in the brand."


The media plan for Saab calls for direct mail as well as direct response print, radio and television. Telemarketing for prospecting and customer dialogue also will play a key part.


Digitas will coordinate its marketing with Lowe Brindfors and Large Medium, Saab's global brand lead agency and worldwide interactive shop, respectively.


Digitas last year reported worldwide billings of $288 million from clients such as American Express Co., Kingfisher and priceline.com Inc.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above