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Published on .

(July 5, 2001) -- Sweden's Saab Automobile AB tapped Digitas Europe, London, as its global agency of record for direct and relationship marketing.

The automaker's four-month review started with a dozen shops that included Interpublic Group of Cos.' McCann Relationship Marketing and Lowe Live, both London. Billings on the account weren't revealed.

Saab is owned by General Motors Corp. Digitas already handles several GM vehicle brands in the U.S., including Oldsmobile, Pontiac and GMC.

Saab said Digitas will work with its global ad agency, Interpublic's Lowe Brindfors, Stockholm, to, among other things, implement loyalty programs and develop direct-to-consumer creative supporting global brand and sales' initiatives.

Digitas, Boston, already worked with Saab Cars USA. -- Jean Halliday

Copyright July 2001, Crain Communications Inc.

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