Saab puts US$115m global ad task up for pitch

The car brand has issued an RFI to agencies with a view to appointing an agency to create global ads that can be adapted to local markets. 

However, the review process could be delayed following problems with production at the carmaker and reports of issues with paying suppliers.

Currently the global advertising is handled by Lowe Brindfors, Lowe’s Swedish office, with US advertising held by McCann Erickson.  

Lowe Brindfors cancelled all of its ongoing work for Saab in March because of unpaid bills, according to reports in the Swedish press.

Last week, a Chinese car dealership offered a cash injection to help Saab continue production. Pang Da Automobile Trade paid US$43 million for the delivery of 1,300 vehicles to Shanghai, but problems with suppliers are reported to remain. 

Saab’s last major global marketing push was launched in July last year, for its Saab 9-5 model. The campaign, by Lowe Brindfors, aimed to highlight the brand’s heritage and associate the marquee with good design. The campaign was the first marketing push by the car marquee since Dutch company Spyker saved the brand, paying US$74 million in cash to General Motors for the carmaker in January 2010.    

This article was first published on campaignlive.co.uk.