BMB reputation management division MD Stella Hitner oversees the £100,000 PR brief. She will lead a team of 12 and report to Saab PR and product strategy manager Gary Axon.
'BMB will provide a dedicated, proactive PR resource to the dealer network and will work closely with the regional marketing managers to ensure the dealers get the most from any PR opportunities that we identify,' said Hitner.
'The process is not just about implementation but also about educating the regional marketing managers and the dealers to understand more about the role PR can play,' she added.
The PR strategy will assist BMB's marcoms push in targeting specific demographics of each dealership area through a poster and press, direct mail and ad campaign.
BMB's strategic role will encompass every level of the dealership communications infrastructure, including the recruitment of five new regional marketing managers, added Hitner.
Incumbent agency HPS Marketing Communications repitched for the account it had held for 13 years, introducing PR three years ago.
Last year, Saab Automobile in Sweden appointed the GCI Group as its Swedish agency of record, consolidating from 25 firms to one (PRWeek, 20 July 2001).