Mindshare Shanghai lands Volvo account

National- Volvo Car Corporation has tapped on Mindshare Shanghai as the agency to provide more strategic media recommendations through a clear overall brand strategy as well as individual model strategies to define and position each of the Volvo cars and effectively engage their target consumers.

The brief, which includes all of Volvo China products, is worth 250 million RMB (HK$258 million).

"This is a great new account for MindShare Shanghai and we're excited to be able to help Volvo further grow their business in China. The category is very dynamic and brings with it a number of challenges from many new product launches, heavy competitive pressure, relatively elusive target consumers, balancing building of long term brand value with short term retail targets and synchronizing with an extensive dealer network.  MindShare have the breadth and depth of capabilities to meet the challenges of an account like this, leveraging our strategic, specialist, operational and negotiation resources as required," Mark Heap, national head of planning said.

There was no formal pitch for this account but the incumbent agency was MPG. Nitro is appointed to handle creative duties