Volkswagen is conducting a global creative review, the company has confirmed. The German auto giant intends to use the review to cut both advertising expense and the number of agencies on its worldwide roster. Roster shops include Interpublic’s Deutsch and BBDO.
Jochen Sengpiehl, global chief marketing officer for VW’s flagship brand told Adage.com in an interview earlier this week that the company intended to reach out to the major holding companies but also smaller independents as well. He said he hopes to create a new working model where selected agencies will work out of a single creative hub.
The creative review follows a global media agency review that VW conducted in 2016, which ended in the selection of Omnicom’s PHD. Previously, WPP’s Mediacom had been the primary incumbent for nearly 20 years.
In addition to its flagship brand, company nameplates include Audi, Skoda, Porsche, Bentley, Seat.