LOS ANGELES: Volkswagen Group of America hired Edelman as its PR AOR in the US, but it has not yet completed its review for an events firm.
The appointment was confirmed by Jill Bratina, VP of communications at the automotive company.
“After a multi-agency competitive pitch, we selected Edelman because they presented a team that truly understood the nuances of our business, could hit the ground running, and had a fantastic collaborative energy,” she told PRWeek via e-mail.
The agency signed a three-year contract, effective immediately, and will support the business from both its Los Angeles and New York offices.
Chris Manzini, EVP and the Volkswagen account lead in Edelman's Los Angeles office, explained that the agency will support several product launches. It's currently working on a PR program for the Chicago Auto Show.
"I cant imagine a brand that evokes stronger emotions from people with its products and communications, even [dating back] to the '60s and '70s," he said. "They have really aggressive business objectives to become relevant to more people throughout the country."
This past fall, the company issued two RFPs for a PR AOR and event AOR, considering both mid- and large-sized firms. At the time, PRWeek reported that incumbent MWW declined to pitch.
Volkswagen had chosen MWW as its first AOR in 2006, and renewed its relationship with the agency last April, following a review for a three-year, million-dollar AOR contract.