With the goal of mainstreaming its product line, Volkswagen of America Inc. has picked Deutsch LA as its new advertising agency of record for the U.S.
In 2005, the German carmaker dumped Arnold Worldwide and picked up Miami-based Crispin Porter + Bogusky, which had been handling the ad account ever since. Deutsch LA officially steps in Nov. 1.
In August Volkswagen of America said it was reviewing its mega advertising account and invited Crispin Porter + Bogusky to participate in the pitch.
Volkswagen has a goal to reach 800,000 sales by 2018 and has several new models rolling out over the next few years.
Deutsch LA, which has a client base that includes Directv, PlayStation, Dr Pepper and Snapple, will be responsible for all national and retail advertising, including digital and experiential marketing.
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