JAGUAR, VOLVO AND SAAB MOVE ONTO GLOBAL TRACK: EURO BRANDS DEFY INDUSTRY TRADITION WITH NEW CAMPAIGNS.

Advertising Age, September, 1998 by Halliday, Jean

Three European car marketers are working on global campaigns, efforts that would seem to defy industry tradition.

All three -- Jaguar Cars, Volvo AB and Saab AB -- are niche players trying to expand their appeal and adjust their brand images.

Volvo breaks a global campaign for its new luxury S80 sedan next month, its second worldwide effort this year. Jaguar is still working on the global push for its new S-type car, scheduled to break in the second quarter of 1999.

NO DATE FOR SAAB DEBUT

Saab and its key agencies -- Lowe Howard-Spink, London; the Martin Agency, Richmond, Va.; and Lowe Brindfors, Stockholm -- are now formulating a global branding campaign but no date has been established for its debut.

John Slaven, a former adman and...

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