Volvo makes mobile an integral part of ad strategy

03/16/2012 | MediaPost Communications

As a niche automaker, Volvo doesn't plot a distinct strategy for mobile but does pay attention to how well different platforms are working, said Linda Gangeri, head of national advertising for Volvo Cars of North America. "When any new channel starts to gain momentum -- like social, like mobile, like video -- we tend to do the one-offs that test the channel and get you attention in the industry," Gangeri said.

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