Digitas Europe SA to Handle DM for Saab

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Analytics vs. Instincts

Analytics vs. Instincts

Even for the savviest marketers, finding the right balance of analytics and gut instincts can prove to be difficult.

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.