GOTEBORG, SWEDEN: GCI Group has been retained as the agency of
record for Saab Automobile AB in Sweden, following a massive PR
The car manufacturer previously used 25 different PR firms. "By working
with one single PR firm, we will benefit from the synergy and teamwork
already in place," said Niklas Andersson, Saab's ED of corporate and
product communications, in a statement.
The account represents a huge revenue boost for GCI's Goteborg office,
but the agency would not disclose precise budget figures. "We are an
agency of 12 people," said Kjell Svensson, GCI's MD in Goteborg. "This
account will more than double our revenue."
GCI will work on both internal and external communications, including
car launches, speech writing, and media relations. The task could extend
further, 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, Svensson said.
Coordinating launches and media relations in such locations as Detroit
and Tokyo will also be part of the agency's responsibilities. GCI
offices around the world will be brought in as needed.
Saab received excellent publicity last week when JD Power and Associates
ranked the Saab 9-5 as the best midsize luxury car in 2001.