Mindshare Awarded U.S. Media Duties For Volvo

Volvo has taken another step to consolidate its advertising and marketing business with WPP agencies.

The car company has shifted its U.S. media planning and buying account to Mindshare. Havas media had been the incumbent in the region, while Mindshare handled the business outside of the U.S.

The scope of work includes media planning and buying duties for both traditional and digital channels.

Volvo spent around $80 million on ads in 2012 in the U.S., according to Kantar, and an estimated $300 million globally.

The media consolidation comes just two months after Volvo completed a creative agency review and named WPP’s Grey as its lead agency after a six-month assessment. That account is being led out Grey’s London office.

WPP shops also handle most of Ford’s business worldwide. In the U.S., the creative and media assignment is handled by a dedicated shop called Team Detroit. Volvo used to be owned by Ford, but was sold to China’s Geely auto company in 2010.

Mindshare deferred questions about its Volvo assignment to the client. A Volvo rep did not immediately respond to a query. 

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