GOTHENBURG, Sweden - Saab Automobile AB wants consumers to have a clearer image of the brand. The company is close to signing a deal that will give one advertising agency responsibility for Saab's global message.
Saab expects to sign a deal with Lowe Group of Sweden by year end. Regional ad agencies working with Lowe no longer would be able to create individual campaigns, said Saab President Robert Hendry.
'We need to say that Saab stands for something, and we need that message to be consistent around the world,' he said.
Hendry said General Motors, which owns 50 percent of Saab, has given the Swedish carmaker a deadline of 1999 to make a profit.