Saab Automobile USA Changes Advertising Agencies

Posted on 20. Sep, 2007 by in 2000-2009


According to Katherine Yung at the Detroit Free Press, Saab Automobile USA will be officially announcing their move from advertising agency, Lowe Worldwide in New York City whom they have used since 2000, to McCann-Erickson in Birminham, Michigan.

This certainly sounds like a fresh start for Saab Automobile USA with the new products they are launching this year. I am wondering if this switch was strategically calculated by Saab to switch the advertising agency or it was just GM as a whole regardless of Saab’s advertising strategy?

I also hope that the media archives both in print and film at Lowe Worldwide in NYC, are acquired in whole by Saab Automobile USA and relocated to their archives for safe keeping before the transition from Lowe Worldwide has concluded.

Here is the piece from the Detroit Free Press, reposted with permission from author:

September 20, 2007


General Motors Corp. is bringing some advertising work back to Detroit, and the big winner is McCann Erickson’s Birmingham office.

The automaker plans to announce Friday that it will move its $55-million Saab account to McCann from Lowe Worldwide, according to a source familiar with the situation. It also will consolidate its corporate advertising account at McCann, which for the past year had been sharing the duties with Deutsch Inc.’s Los Angeles office.

The moves couldn’t have arrived at a better time for McCann, which on Oct. 1 will lose the Buick account it has held since 1958.

Both GM and McCann declined comment.

Lowe’s loss of the Saab account comes just months after GM notified the New York agency that it would lose the GMC account on Oct. 1. A Lowe spokeswoman did not return a call seeking comment.

Source: Detroit Free Press

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3 Responses to “Saab Automobile USA Changes Advertising Agencies”

  1. John Bowdre

    20. Sep, 2007

    A fresh perspective on promoting Saabs is definitely needed. The “Born From Jets” theme looked great on TV, and did serve to get the company’s name out there (but really, what advertising doesn’? Ever hear of “Head-On”? I bet you know where to apply it too), but did little to tell consumers WHY they should buy a Saab over the comparable BMW offerings.

    Also nice that McCann-Erickson is based in the city where I work 😀

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  2. Chris

    20. Sep, 2007

    I agree with John. A fresh perspective is needed. But I really don’t see the agency that was infamous for the terrible Buick work is necessarily the best route for Saab.

    I agree that fresh thinking is certainly needed, but I don’t think that big box shops are providing that. The best work on the market right now is coming from shops like CP+B (VW), Modernista! (Cadillac), etc. Many of these automotive clients are leaving the big boxes in favor of a more independent spirit that you get at smaller shops.

    It’s good news for McCann, but I don’t expect anything remarkable. Which is not to say it’s the agency’s fault…but perhaps the client. Start thinking back to power brands, how many taglines and slogans do they have?

    They have been using the same ones for years, “Ultimate Driving Machine.” and “There is no substitute.” Saab’s have been many and forgettable. Truly sad.

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  1. Saab History » The New Saab USA “Recycle” Television Advertisement - July 9, 2008

    […] On September 20th, 2007, I reported to you that Saab Automobile USA changed their advertising agency from Lowe Brindfors in New York City whom they used for nearly 7 years, to McCann-Erickson, also an IPG company. […]

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