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Saab Brochures and Imagery Win Top Honors


Detroit, Mich. -- Saab Automobile AB and its Swedish advertising agency Valentin & Byhr emerged as the clear winners at the International Automotive Advertising Awards (IAAA) event in Detroit in early May. Saab submitted ten entries, resulting in six gold, one silver and two bronze awards.

Competing against approximately 3,500 entries from the world's leading automotive advertising agencies, Saab Automobile and Valentin & Byhr were the most successful with the brochures and imagery 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 Saab success 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 North American International Auto Show in Detroit.

"As with all Saab global communication, we strive to maintain an expression and content that is relevant for our customers and stands out from other automotive brands. When it comes to our brochures and imagery, we have received a lot of praise throughout the years in all 50 markets around the world where the material is used. The IAAA awards are further proof that we have a very successful brochure concept," says Marten Wahlstedt, Global Marketing Communications Manager, Saab Automobile AB.

Valentin & Byhr, based in Gothenburg, Sweden is one of Scandinavia's largest advertising agencies. 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. Receiving this many gold awards amongst such tough competition feels really good," says Magnus Valentin, CEO, Valentin & Byhr.

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

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

Saab is a division of General Motors Corp. Saab Automobile USA is the importer and distributor of Saab 9-2X, 9-3, 9-5 cars and the 9-7X SUV for Saab Automobile AB, Sweden. For more information, please visit

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