US: VWoA puts advertising up for review
Volkswagen of America, VW's US subsidiary, has announced today that it is placing its 'agency of record' assignment up for review. The agency of record is responsible for all aspects of marketing and advertising and is currently managed by Crispin Porter + Bogusky.
"Volkswagen has embarked on a mission to significantly grow our business here in this market. Our goal of rapidly increasing our volume in a mature market requires the Volkswagen brand to evolve into a more relevant mainstream choice," said Tim Ellis, Vice President Marketing, Volkswagen of America, Inc.
"The Volkswagen brand needs to inspire our base of enthusiasts as well as reach out and captivate those in mainstream America. Therefore, we are re-evaluating all areas of our business, and after careful considerations have decided to take the necessary steps to ensure we have the right agency partner in place," added Ellis.
Volkswagen says that at this time has not selected a list of agencies that will be considered. They have contracted with Roth Associates in order to begin the review process.
Ellis noted that Crispin Porter + Bogusky, the incumbent AOR, has been invited to participate in the pitch. Ellis continued, "CP+B is a highly talented and creative agency and we've been very proud of the work they have provided us."
Volkswagen says its goal of reaching 800,000 sales by 2018 will be accomplished with the introduction of many new and exciting models.
The first of these will be an all-new compact sedan debuting next year. Approximately one year later an all-new mid-size sedan will be manufactured in a new production facility being built in Chattanooga, Tennessee. Both models have been designed with the specific wants and needs of the US consumer in mind, VW says.