The campaign will emphasise the 'exciting and energetic' aspects of the car rather than Volvo's traditional attributes of safe, solid, reliable design, according to H&K divisional managing director Alison Eynes-Owen.
Volvo director of PR John Lefley said that while the motoring press appreciated the performance and style aspects of Volvo, the consumer press had lagged behind.
Volvo has been increasing its product range to appeal to a wider range of lifestyles and H&K's appointment is intended to broaden contacts in consumer and lifestyle media, Lefley said.
Specialist press work will continue to be carried out in-house. The previous incumbent is understood to be Shilland & Co.