NEW YORK, July 6—After major competitive pitches earlier this year for Hyundai and Toyota Motor Sales, Saab Automobile AB this week became the latest automotive brand to tap the services of a global public relations firm, consolidating its public relations account with GCI Group. Saab—a division of General Motors—had previously been using a network of 25 firms.
GCI was aided in its quest for the Saab business by a strong presence in western Sweden, where the automaker is headquartered. GCI’s Swedish operations include offices in Stockholm, Malmo, and Goteberg—where the account will be based—and about 70 employees.
“GCI offers the breadth and depth that we are looking for, from strategic counsel to hands-on execution of public relations assignments. In addition, the agency’s global network gives us access to the resources we need, where we need them,” said Niklas Andersson, executive director, corporate and product communications at Saab Automobile. “By working with one single public relations firm we will benefit from the synergy and teamwork already in place.”
Saab is the third major win announced by GCI over the past two weeks, following Pioneer North America and Slim-Fast Foods.