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VW seeks new ad agency in bid to capture mainstream buyers

Posted Tuesday, Aug 18, 2009, 1:54 pm in Employee News

Volkswagen of America is bidding auf Wiedersehen to ad agency Crispin Porter & Bogusky after a four-year run despite a rise in U.S. market share and a comparatively soft sales decline vs. competitors, Automotive News reported.

The company, which has boosted its U.S. share to 2 percent through July from 1.6 percent a year earlier, said today it is seeking a new U.S. agency of record for its $200 million-plus account, the trade publication said. The company plans to triple annual U.S. sales of VW, Audi and Bentley models to 1 million units annually by 2018 as part CEO Martin Winterkorn’s drive to overtake Toyota Motor Corp. and General Motors Co. and become the world’s largest automaker, the Automotive News said.

Crispin’s work for VW was often controversial and occasionally bizarre, with characters such as the lab-coat-clad Helga and taglines such as “Find your fast” and “Unpimp mein auto,” the paper said. One series of jarring ads meant to emphasize safety showed a serene conversation in a car jolted without warning by an unforeseen collision. Another featured a painfully awkward German hip-hop singer, the story said. (Automotive News)
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