NEW YORK: PRWeek has learned that Volkswagen of America has begun searching for its first AOR.
Steve Keyes, GM of PR for Volkswagen, said the automaker has reduced the list of prospective agencies it wishes to pitch down to four. Keyes would not disclose any of the agencies that the company is currently considering.
"We are sending out the RFPs now and hope to make a decision in three to four weeks," Keyes said.
Volkswagen has also announced that in a decision made last Thursday it will be bringing back the Rabbit nameplate. In the US and Canadian markets, the company's all new fifth generation Golf, which debuted earlier this year at the 2006 Chicago Auto Show, will be renamed Rabbit.
"The Rabbit was always exclusive to the US and Canadian markets; while the rest of the world had the Golf, we had the Rabbit," said Kerri Martin, director of brand innovation at Volkswagen.
Martin, who oversees PR efforts for the brand, added that the company is communications agnostic when it comes to marketing, as evidenced by the fact that Keyes, along with Martin, ad AOR Crispin, Porter and Bogusky, and executives in Wolfsburg, played a central role in the decision to reintroduce the Rabbit name.
"We are more idea-centric than ad-centric," she said. "Money will flow where the good ideas are."
Volkswagen will run an advertisement in tomorrow's New York Post announcing the new nameplate.