Six agencies competing for Volkswagen's creative account

Volkswagen Singapore has confirmed to Marketing that six agencies are vying for its integrated account. However it declined to give names.  Marketing understands that agencies such as Proximity, Tribal Worldwide Singapore, Ogilvy & Mather Singapore, KRDS Singapore and Formul8 are involved in the pitch.

Last week, the automotive brand confirmed to Marketing that the pitch is currently underway and it is looking for an agency partner to be appointed for a period of two years.

“We are indeed exploring the possibility of having an integrated agency to handle communication plans for Volkswagen. This will extend across the various mediums such as ATL, digital and social, and will involve campaigns such as weekly retail activations and model launches as well,” the spokesperson said.

The scope of work includes brand strategy, product launch strategy and creative development, retail communications strategy and retail execution and POS materials production. It will also encompass functions such as aftersales as well as its used car dealership, Das WeltAuto.

The agency chosen needs to be based in Singapore and have auto brand experience in the local market. It also needs to be experienced in handling technical support for CMS and technical issues with the global team.

The search is set to be concluded in December.