Volkswagen picks agency to lead global social media strategy

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Volkswagen has appointed Jung von Matt SPREE as its global social media lead agency, aiming to boost the carmaker’s presence across Instagram, TikTok, YouTube, LinkedIn, Threads, and Facebook.

The agency will support Volkswagen’s brand communications team with digital strategy consultancy, management of headquarters’ social channels, community building, social campaigns, and content production.

Volkswagen said the move is intended to strengthen its digital footprint, maintain brand consistency, and position the brand as both emotionally resonant and desirable in the volume segment. The partnership is already underway.

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“Social media is one of our most important touchpoints. Our ambition is not only to tell the Volkswagen story in an authentic and original way, but also to actively involve our community and inspire it over the long term," said Sebastian Dreiskämper, director social media and comms steering at Volkswagen.

He added, "With Jung von Matt SPREE, we have found a partner that has impressed us with deep digital expertise, strategic clarity and extensive experience in managing global brands – and with a team that is an outstanding fit for us both professionally and personally.”

In tandem, Franziska Spiess, managing director at Jung von Matt SPREE, said, “Volkswagen moves millions of people worldwide. We want to make that scale and relevance tangible on social media too. Our goal is to use social media as a strategic platform to give the brand a clear profile, imbue it with cultural relevance, and thereby build a deep connection with our target groups around the world.”

Locally, Volkswagen Singapore has also been expanding its digital efforts. In January, the brand appointed GrowthOps Asia as its lead creative, social media, and SEO agency.

The agency is tasked with supporting Volkswagen Singapore’s always-on brand presence and upcoming vehicle launches, focusing on growing both owned and earned demand in a highly competitive market.

Meanwhile, in Malaysia, Volkswagen Passenger Cars Malaysia (VPCM) made its first move into local brand ambassadorship last July by naming national cycling icon Azizulhasni Awang as its inaugural brand ambassador.

Known as the "pocket rocketman", Azizulhasni’s appointment marks a milestone for Volkswagen in Malaysia, with the company highlighting shared values of performance, precision, and the pursuit of progress. VPCM said Azizulhasni’s journey from Dungun to Olympic podiums mirrors Volkswagen’s ethos of turning dreams into reality through grit, innovation, and resilience.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.

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