LOS ANGELES: Volkswagen (VW) named Edelman its social media AOR, following a competitive review with a number of digital and creative shops. Sources confirmed that the account represents a three-year relationship with an annual budget of over one million dollars.
Edelman won the PR AOR business in January, and IPG's Deutsch, which handles Volkswagen's marketing, is said to have supported the agency throughout the pitch process.
“We have a good working relationship with the account team from Deutsch,” said Monte Lutz, digital SVP at Edelman.It is understood that the automaker's mobile AOR AKQA also participated in the review, which the agency confirmed does not affect its current relationship with the brand. Incumbent M80, a WPP GroupM company, was not invited to pitch for the business, sources noted. But it was at the discretion of GroupM's MediaCom, which recently won VW's media business, to invite a related agency to the review. WPP's Draftfcb, which is VW's direct marketing shop, participated in the process, according to a source close to the review.
M80 did not immediately return a call to comment.
The scope of work includes social media engagement and strategy, as well as community management and digital content development across platforms, including Facebook, Twitter, YouTube, and VW's network of blogs. The firm has been supporting a number of launches and initiatives surrounding the 2012 Beetle and Passat.
Of the review timing, Lutz said, “With a new portfolio of products, momentum towards an increase in global sales to 10 million vehicles, and dramatically expanding its US customer base, it's a realization from the marketing, social, and PR side of things to evaluate the next couple of years.”
Edelman has leveraged its digital capabilities for brands such as Nestle, Microsoft, and Best Buy.