The new assignment represents the first integrated account win resulting from the recent reorganization of Euro RSCG MVBMS Partners into a group of seven agencies operating under one umbrella with a shared profit center.
Euro RSCG MVBMS' 10-year
Volvo initiated a fast-track review following the recent closing of VSI Holdings, Bloomfield Hills, Mich., which previously handled Volvo's owner-loyalty direct programs, estimated at $2 million, on a project-by-project basis.
Billings for Devon Direct's assignment were not disclosed, but Volvo said it spends 15% or $14 million of its total $93 million ad budget on direct.
The review included two "formal contenders" and two "informal contenders," said Phil Bienert, manager of CRM at Volvo Cars of North America.