Post by VWCA_Adman on Sept 26, 2018 10:21:43 GMT -6
VW Ditches Deutsch Ad Agency, I.D. Buzz Cargo Transporter PremiereVW announced the end of its relationship with Interpublic’s Deutsch ad agency. Deutsch landed VW’s American creative account in 2009. It created “The Force” Super Bowl ad for the Passat. According to Ad Age, VW’s review of ad agencies began last April. Several agencies pitched for the business. Currently Omnicom’s DDB, the residue of the agency behind VW’s famous “Think Small” campaign, handles VW advertising in Europe and Canada. Omnicom’s BBDO handles VW’s Brazilian account. Due to consolidation, holding companies own multiple agencies or ad shops. It’s known that British WWP, which owns Ford’s agency of record, wooed VW. That firm owns J. Walter Thompson, Young & Rubicam and Hill + Knowlton.
DDB lost the U.S. VW account in 1994 to Arnold Worldwide (Driver’s Wanted, More Power/Less Flower). Crispin Porter & Bogusky (Rabbit redux, Das Auto and Max the bug) landed the VW account in 2005. Ad Age says VW is the world's sixth largest advertiser--spent $6.74 billion in 2016.
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VW introduced its I.D. Buzz Cargo electric transporter than might change light commercial vehicles in Hannover. The Cargo is close to production level. It’s based on VW’s upcoming Modular Electric Drive Kit (MEB) previewed in Detroit as the I.D. Buzz. Range is 340 miles with its largest battery pack. Other trade tricks include electric power for workers’ tools and a solar roof panel. The Cargo is smaller than the Crafter. It’s four inches longer than the I.D. Buzz.