AUBURN HILLS, MI: Volkswagen of America has named John Bailey & Associates as its product and technology AOR.
Steve Keyes, Volkswagen brand communications director, said the agency will spearhead national and regional media relations initiatives targeted specifically at business and technology publications. Keyes said Bailey will tout the automaker's alternative fuel, clean diesel, and bio-diesel messages.
"We have a big emphasis coming up next year with the launch of clean diesel, and, although we know the automotive press, we know there's a whole group of media out there that focus on the technology aspects of emissions, sustainability, and alternative fuels," Keyes explained. "The idea is for them to beef up that part of business for us."
Marx Layne of Detroit handled this type of outreach for Volkswagen in the past. Layne did not take part in the pitch, which included four other small, mid-, and large-sized agencies. The agreement with Bailey runs through 2008 and billings were not disclosed.
Keyes said it has worked with Bailey in the past, most recently at a Detroit press conference last year for an electric car.
Volkswagen also works with MWW Group, who handles the company's lifestyle media initiatives.