D'Arcy's GM links help shop snatch Saab from FCB

<p>SINGAPORE: Automotive distributor Trans Eurokars has moved the Saab </p><p>account from FCB to D'Arcy, which has already launched a press campaign </p><p>promoting the upgraded 9-5 models. </p><p><BR><BR> </p><p>D'Arcy partly won the business because, unlike FCB, it is a rostered </p><p>agency of General Motors, Saab's parent company. Chris Kyme, FCB </p><p>regional creative director, attributed the loss to personnel changes at </p><p>Trans Eurokars and the fact GM wants to have a greater influence over </p><p>Saab's marketing. </p><p><BR><BR> </p><p>D'Arcy, which was the only agency pitching against FCB, will work to </p><p>"build the Saab experience", said Jan Gerits, D'Arcy Asia-Pacific </p><p>director of business development. </p><p><BR><BR> </p><p>Since the assignment mostly involves adapting overseas work, D'Arcy will </p><p>focus on other aspects of marketing, including customer relationship </p><p>management through to helping design Saab's show rooms. "It's all about </p><p>providing a consistent and unique Saab experienc. Rather than focus on </p><p>rational product benefits, we'll be enhancing the emotional added </p><p>value," said Gerits. </p><p><BR><BR> </p><p>FCB will continue to work on the Singapore distributor's other marques - </p><p>MG Rover and Porsche. </p><p><BR><BR> </p>