VOLVO STEERS DIRECT BUSINESS TO DEVON

First Integrated Account Win Following Euro RSCG MVBMS Reorganization

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CHICAGO (AdAge.com) -- Volvo Cars of North America named Devon Direct, New York, its first direct agency of record.

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

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general-advertising relationship with Volvo helped Devon win the direct portion of the business.

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.

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