Saab Cars USA has tapped the Baltimore office of Brann Worldwide as its direct marketing agency of record.
The account is estimated to be about $15 million, said Brann spokesperson Brad Wills.
The agency will design and implement direct mail and e-mail efforts to support the launch of Saab’s 9-3 Arc and Vector Sport Sedans. It will also handle additional media planning and data services.
Brann Baltimore account director Steve De Santis has been named to supervise the account.
Saab chose Brann from a field of seven national advertising agencies, including the Martin Agency and the Mullen Agency, said Saab spokesperson Kevin Smith.
“We chose Brann primarily for their capabilities in analytics,” Smith said. He said the automaker will be introducing at least one new model per year over the next four years—including some in new automotive segments—and sought an agency strong in analytics.
