Volkswagen hires Crispin Porter + Bogusky
By Adnews Staff
Volkswagen of America, based in Auburn Hills, MI, has appointed Miami-based Crispin Porter + Bogusky its advertising agency of record for the U.S. and Canada. The firm, which got the assignment without a formal review, will take over the marketing of all Volkswagen products in this territory on Dec. 5. The account was previously held by Arnold Worldwide. The Canadian work was done by Palm Arnold Communication of Montreal. "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," said Kerri Martin, director of brand innovation at Volkswagen. According to the financially troubled automaker's executive vice-president, Len Hunt, "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 we'll now be equipped to maximize our marketing efforts."