'Better safe than sorry' - A Volvo case history

Volvo’s advertising strategy had focused on communicating reliability, durability and, most importantly, safety.
Agency: Abbott Mead VickersAuthor: John Lowery

Better safe than sorry A Volvo case history

INTRODUCTION

During 1990-92 it was broadly agreed that Volvo's creative work had lost some of its edge. This paper's assertion is that by revisiting the strategic direction of the brand, account planning played a major part in putting it back at the forefront of car advertising.

Background

Duringthe latter part of the 1970s and throughout the 1980s Volvo's advertising strategy had focused upon communicating reliability, durabilityand,most importantly, safety.

At the beginning of the 1990s the advertising strategy...

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