HERNDON, VA - Volkswagen of America, Inc. announced it selected Deutsch LA as its new advertising agency of record for the U.S. In this capacity, Deutsch LA will have full advertising responsibility for the Volkswagen brand and its family of products. Effective November 1, 2009, Deutsch LA replaces Crispin Porter + Bogusky of Miami, which has served as agency of record since 2005.
"Deutsch LA proved they have a firm grasp on how to manage the complex challenges we face in achieving our significant growth objectives," said Tim Ellis, Vice President of Marketing, Volkswagen of America, Inc. "Of equal importance, they inspired us with a big, compelling, creative idea that will energize and motivate our passionate base as well as attract a broader group of people who have thus far not considered Volkswagen as a relevant choice."
"Volkswagen probably has the best fifty-year portfolio of advertising that exists. And as far as the other agencies in the review, we felt like we were up against Mount Rushmore," said Eric Hirshberg, Co-CEO/Chief Creative Officer of Deutsch LA. "The fact that they chose us to carry on this legacy is simply humbling."
"We haven't gotten a lot of sleep in the last two months," said Mike Sheldon, Co-CEO of Deutsch LA. "Everyone here stepped up because we all knew that opportunities like this come around once in a career--if you're lucky."
Deutsch LA demonstrates world-class expertise in both strategy and creative and will be Volkswagen of America's partner in helping achieve its goal of becoming a volume brand in the U.S. As agency of record, Deutsch will be responsible for all national and retail advertising, including digital and experiential marketing.
For more about Volkswagen, please visit www.media.vw.com.
Originally posted on Automotive Fleet