Volkswagen has announced its “re-engagement” with DDB NZ after five years with FCB – a move that’s persuaded the agency to resign BMW and Mini.
Volkswagen NZ general manager Tom Ruddenklau says he is looking forward to the opportunities the new DDB partnership will bring.
“Volkswagen is a special brand and over the past five years we have had quite an adventure in terms of business development and growth,” he said in a statement issued to media.
“However, you also learn some lessons and realise that there is a timelessness about the Volkswagen communications. This requires great discipline to stay true to and it is great to be returning to DDB.
“Thankfully the core team at DDB is still rock solid and they have clearly adapted to the changing creative agency environment over the past five years.”
“FCB remains the media agency for VW and wider European Motor Distributor (EMD) brands, and creative agency for Audi.”
DDB Group ANZ ceo Marty O’Halloran (now based in Sydney) says partnering with Volkswagen again is an exciting opportunity and drawing on the expertise of DDB’s global network, which has relationships with VW in a plethora of international markets, offers some compelling possibilities.
“We’ve seen first-hand how well an approach like this works on the global McDonald’s business, and we’re excited to bring that strategy to bear with VW,” he said.
FCB remains the media agency for Volkswagen and wider European Motor Distributor (EMD) brands, and the creative agency for Audi.
“FCB is a fantastic agency with significant depth of talent,” Ruddenklau said. “The ability to continue to tap into this talent from a media perspective is critical to our ongoing growth and development. I would like to acknowledge the outstanding creative work FCB has produced for us over the last few years.”
BMW/Mini pitches ‘coming shortly’
DDB and the BMW Group are now unveiling a tender process to find a new creative agency for BMW and Mini.
“This will commence shortly, as a result of incumbent agency DDB relinquishing the existing service contract,” DDB and VW said in an unsigned statement.
“DDB wishes BMW Group well for the future,” the statement said.
“BMW Group thanks DDB for consistently strong work over the last five years.”
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