VW US Names New CRM Agency of Record

The US branch of German manufacturer Volkswagen announced yesterday it has appointed a new Customer Relationship Management agency of record, taking over activities previously handled by Crispin Porter + Bogusky and Euro RSCG Worldwide. The new agency, Draftfcb will have full CRM responsibility for the Volkswagen brand and products in the US.

Volkswagen plans to reach 800,000 units sold by 2018. Launching new models, including a new compact and a mid-size sedan in mid-2010 will help reach that goal, yet Volkswagen plans to properly transmit the message to the customers.

"Draftfcb proved they have a solid grasp of our business and possess the expertise necessary to help us continue our brand's momentum and support our sales growth.  Through the pitch process, they demonstrated not only their ability to deliver solid strategic and data driven thinking, but also strong creative ideas, like the ones consumers have come to expect from Volkswagen," said Tim Ellis, Vice President of Marketing, Volkswagen of America.

"Draftfcb is honored to have been chosen to work with such a talented team on such an iconic brand. Volkswagen is focused on aggressive growth, and we are committed to applying our long-standing expertise in direct and digital marketing and data analytics to further build its business," said Mark Modesto, President of Draftfcb North America.

Draftfcb will closely partner with Deutsch L.A. to help Volkswagen of America achieve its growth goals in the United States. Deutsch was named to handle national creative duties for the brand in October 2009.