TOKYO -- Saab Japan has named McCann-Erickson Tokyo to handled the $10m advertising and marketing account for the Swedish car in Japan. The decision to re-assign advertising and to relaunch the Saab brand more aggressively in Japan follows a change in import and distribution management that took effect in September 1996. Saab, which had been imported and distributed by a local dealer using a local Japanese ad agency, will now work through its parent, General Motors Japan.
McCann-Erickson already handles Saab in several other countries in the Asia Pacific region, including Hong Kong and Thailand. McCann handles General Motors automotive brands on a worldwide basis in 67 countries.
Copyright February 1997, Crain Communications Inc.