GOTHENBERG, SWEDEN: Saab Automobile has slashed its PR agency
roster from 25 to one, hiring GCI Group as its agency of record for
The Swedish carmaker announced the move following an external PR
overhaul and decision to consolidate the briefs with one agency.
The account represents a huge revenue boost for GCI's Gothenberg office,
but the agency would not disclose exact budget figures.
Kjell Svensson, GCI managing director in Gothenberg, said the account
would 'more than double' his 12-strong office's revenue.
In a statement, Saab executive director of corporate and product
communications Niklas Andersson said: 'By working with one firm, we will
benefit from the synergy and teamwork already in place.'
GCI will work on internal and external communications, including car
launches, speech writing, and media relations.
But Svensson said the remit could expand, as some of Saab's importer
companies in Europe have also been talking to GCI offices in their
respective countries about taking on PR assignments.
Co-ordinating international launches and media relations in locations
such as Detroit and Tokyo will also be part of the agency's
GCI offices around the world will be used on an ad hoc basis.
Saab's parent company General Motors - the world's largest carmaker -
announced in March it would invest up to £361m a year in Saab to
almost double volumes at its Swedish subsidiary during the next five
Saab bosses said the investment would increase output from 132,000 cars
last year to 250,000 by 2006.