Business

Ad Age: Volvo is shifting advertising away from Arnold Worldwide

Photo taken from Volvo’s website.
Photo taken from Volvo’s website.

Volvo Cars has chosen Grey, London as its new advertising agency, a move that shifts business away from Arnold Worldwide, the Boston agency that has created Volvo ads for the last several years.

Volvo’s decision was reported in a story by the trade publication Advertising Age.

In a statement, Arnold Worldwide said: “Since 2007, we’ve partnered with Volvo through a maze of change and transition. We have great passion for what the brand represents,and can reconcile their desire to return central marketing to Sweden. We wish Volvo and all its people the best as we look forward to our own new opportunities.”

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The account shift will “absolutely” include Volvo’s $50 million creative business held by Arnold in the US, Tomas Caetano, vice president of brand marketing, told Advertising Age. Grey’s New York office will take over US creative duties.

Arnold won Volvo’s North American account in 2007, and an early Volvo campaign from Arnold featured the theme: “Life is Better Lived Together.”

Volvo is primarily known for its safety features. Arnold’s campaign seemed to be an effort to infuse the brand with more emotion.

The Advertising Age story cited industry data that noted a drop of Volvo sales during the first 10 months of 2013.

Other Arnold clients include Progressive Insurance, Jack Daniel’s, and the ADT home security systems company.

Arnold Worldwide is owned by Havas, a Paris-based company specializing in global advertising, digital marketing, and communications.

Arnold does not disclose revenues or its employee headcount.

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