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Swedish Advertising Constellation Wins Six Gold Awards at IAAA in Detroit


May 2006
 Filed under: SAAB Car News | SAAB Headlines

Grandslam for Saab Automobile and Valentin & Byhr

2006-05-12 -- Saab Automobile and advertising agency Valentin & Byhr were the winners when the International Automotive Advertising Awards, IAAA, were announced in Detroit in early May. They submitted ten entries, resulting in six gold, one silver and two bronze.
Competing against some 3,500 entries from the world’s leading automotive and advertising producers, Saab Automobile and Valentin & Byhr were clearly the most successful with the brochures and images they submitted. IAAA is one of the automotive industry’s largest and most respected advertising awards competition and one of the most important in the USA.

“The success really shows that the jury appreciated the high creative level that is maintained throughout the work. As far as I know, nobody has ever won so many awards – six gold and awards in nine of ten classes they chose to compete in”, says Grace Fox, General Manager, IAAA.

Saab Automobile and Valentin & Byhr have worked together for many years, but have never before submitted entries to the IAAA, who usually announce the winners in conjunction with the major car show in Detroit.

“As with all Saab global communication, we strive to maintain an expression and content that is both relevant for the target group’s preferences and unique to stand out from other automotive brands. When it comes to our brochures, we have received a lot of praise throughout the years from dealers and customers on all the 50 markets where the material is used. As we see it, getting awards for nine of the ten entries we submitted to the IAAA is further proof that we have a very successful brochure concept. Valentin & Byhr’s deep understanding and ability to interpret the brand have naturally made a strong contribution to this”, says Mårten Wahlstedt, Global Marketing Communications Manager, Saab Automobile.

Valentin & Byhr, based in Göteborg, is one of Sweden’s largest advertising agencies with 55 employees. The agency has an expressed strategy of focusing on companies based in the western part of Sweden.

“To get this confirmation together with Saab Automobile, one of the largest and most public companies in the western part Sweden, is of course fantastic and in line with the agency’s ambitions. The most gold awards in the toughest competition feels really good”, says Magnus Valentin, CEO, Valentin & Byhr.

Representatives from Saab Automobile and Valentin & Byhr will receive their awards at an annual banquet and awards ceremony held in Detroit later in the year.



Saab Automobile and Valentin & Byhr won gold in the following categories:

· Passenger Cars / Sub-Subcompact / Catalogue: Saab 9-3 Convertible Catalogue MY06

· Passenger Cars / Sub-Subcompact / Catalogue: Saab 9-3 SportSedan Catalogue MY05

· Passenger Cars / Sub-Subcompact / Catalogue: Saab 9-3 SportCombi Catalogue MY05

· Passenger Cars / Sub-Subcompact / Catalogue: Saab 9-3 SportSedan Catalogue MY06

· Passenger Cars / Intermediate / Large / Catalogue: Saab 9-5 Catalogue MY06

· Brand / Full Line / Catalogue: Saab Safety Catalogue

· Brand / Full Line / Catalogue: Saab Aero Catalogue (Silver)

· Creative Arts – Photography: Saab 9-3 (Bronze)

Creative Arts – Photography: Saab Nozzle (Bronze)


Source: Saab Automobile

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