Volkswagen is appointing the community as U.S. Hispanic agency of record to reshape how the Hispanic market thinks about Volkswagen.
Creative On Demand (COD) was the previous agency and it participated in the pitch.
Last year, Volkswagen launched a new brand platform—Maneja en Grande, or Drive Bigger — to underscore the car maker’s commitment to the future and its impact.
“Our creative vision is about bringing to life the unique relationship that only happens between a VW and its owner—it’s part of their family, because sometimes it’s the car that chooses the driver,” says Marci Miller, VP and managing director at the community.