Volkswagen Appoints Crispin Porter + Bogusky as Agency of Record for U.S. and Canada
Posted by Lorenzo at 8:27 am
Text from Volkswagen of America.
AUBURN HILLS, Mich. – Volkswagen of America, Inc. announced today that it has appointed Crispin Porter + Bogusky as its new advertising agency of record for the U.S. and Canada. In this role, CP+B will have full responsibility for the marketing of all products effective December 5, 2005. CP+B replaces Arnold Worldwide.
Volkswagen Executive Vice President Len Hunt said, “Volkswagen needs to take bold steps to turn this business around in the U.S. and Canada. We’re reviewing all aspects of our operations and with the addition of CP+B on our team we’ll now be equipped to maximize our marketing efforts. U.S. and Canadian consumers have always had a special relationship with this brand and today they want more from it - more interesting products which we now have and more captivating communications which CP+B will help develop.”
Kerri Martin, Director of Brand Innovation at Volkswagen, explained the selection of CP+B as a desire to shake up the communications model and positively impact all consumer touch points. “CP+B is known for their strong grasp of pop culture and their non-traditional approach to branding. They have a stellar track record of building, reviving and marketing iconic brands. CP+B excels in unconventional approaches and are one of the few ‘agencies’ out there that is truly idea centric versus ‘ad’ centric. With CP+B it’s about ideas that help transform the business. This powerful combination of talents is exactly what is called for as we revitalize and expand our consumers’ attachment with this great brand in North America.”
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Volkswagen of America and its affiliates employ approximately 3,000 people in the United States and are responsible for the sales and service of Audi, Bentley and Volkswagen products through retail networks comprising in total more than 900 independent U.S. dealers.
About Crispin Porter + Bogusky
CP+B is perhaps best known as creators of the ‘truth’ anti-tobacco campaign as well as for their work with the MINI line of automobiles and Burger King. Based in Miami, CP+B’s client list includes Google, Earthlink, Virgin Atlantic Airways, Gap and The Coca-Cola Company. In 2004, in an unprecedented sweep, CP+B became the world’s most awarded agency by winning the Grand Prix at Cannes, an O’Toole award for overall creative excellence from the American Association of Advertising Agencies, as well as the grand prizes at the Clios, Effies, Kelly’s, OBIES, APG awards and the One Show. The agency and its work has been profiled in The New York Times, The Wall Street Journal, Business 2.0, INC, USA Today, Forbes, Fast Company, Time, Newsweek, Advertising Age, Adweek, Brandweek, Creativity and Archive. This year CP+B was named “Agency of the Year” by both Advertising Age and Creativity Magazine.
AUBURN HILLS, Mich. – Volkswagen of America, Inc. announced today that it has appointed Crispin Porter + Bogusky as its new advertising agency of record for the U.S. and Canada. In this role, CP+B will have full responsibility for the marketing of all products effective December 5, 2005. CP+B replaces Arnold Worldwide.
Volkswagen Executive Vice President Len Hunt said, “Volkswagen needs to take bold steps to turn this business around in the U.S. and Canada. We’re reviewing all aspects of our operations and with the addition of CP+B on our team we’ll now be equipped to maximize our marketing efforts. U.S. and Canadian consumers have always had a special relationship with this brand and today they want more from it - more interesting products which we now have and more captivating communications which CP+B will help develop.”
Kerri Martin, Director of Brand Innovation at Volkswagen, explained the selection of CP+B as a desire to shake up the communications model and positively impact all consumer touch points. “CP+B is known for their strong grasp of pop culture and their non-traditional approach to branding. They have a stellar track record of building, reviving and marketing iconic brands. CP+B excels in unconventional approaches and are one of the few ‘agencies’ out there that is truly idea centric versus ‘ad’ centric. With CP+B it’s about ideas that help transform the business. This powerful combination of talents is exactly what is called for as we revitalize and expand our consumers’ attachment with this great brand in North America.”
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Auburn Hills, Michigan. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Volkswagen of America and its affiliates employ approximately 3,000 people in the United States and are responsible for the sales and service of Audi, Bentley and Volkswagen products through retail networks comprising in total more than 900 independent U.S. dealers.
About Crispin Porter + Bogusky
CP+B is perhaps best known as creators of the ‘truth’ anti-tobacco campaign as well as for their work with the MINI line of automobiles and Burger King. Based in Miami, CP+B’s client list includes Google, Earthlink, Virgin Atlantic Airways, Gap and The Coca-Cola Company. In 2004, in an unprecedented sweep, CP+B became the world’s most awarded agency by winning the Grand Prix at Cannes, an O’Toole award for overall creative excellence from the American Association of Advertising Agencies, as well as the grand prizes at the Clios, Effies, Kelly’s, OBIES, APG awards and the One Show. The agency and its work has been profiled in The New York Times, The Wall Street Journal, Business 2.0, INC, USA Today, Forbes, Fast Company, Time, Newsweek, Advertising Age, Adweek, Brandweek, Creativity and Archive. This year CP+B was named “Agency of the Year” by both Advertising Age and Creativity Magazine.
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