What you need to know about VW's global creative review
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Jochen Sengpiehl, global chief marketing officer for Volkswagen’s namesake brand, surprised many people in the automotive and ad agency industries last week when announcing that VW would undertake a global creative agency review. Days later, Ford confirmed it was launching its own global creative review, putting WPP’s long-running account at risk, meaning two coveted auto brands are up for grabs.
VW’s review is a pretty big deal on its own: With 7 percent international market share, VW is the world’s second-largest auto brand behind Toyota (9 percent share), according to IHS Markit. And while the brand is smaller in the U.Sat a 1.9 percent shareit has been a major cultural force with a history of groundbreaking ads dating back to the 1960s when Doyle Dane Bernbach won plaudits for an anti-establishment approach and classic copy lines like “Lemon” and “Think Small.”
Today VW is handled by Interpublic’s Deutsch, which will likely have to fend of a strong charge from Omnicom, whose DDB handles major portions of the VW business in Europe and Canada. Other holding companies will surely jump in here and across the globe.
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