HERNDON, VA: Volkswagen Group of America recently issued two RFPs in its search for a PR AOR and event AOR to support the Volkswagen brand, confirmed Jill Bratina, VP of communications at the company.
The company, which hired MWW as its first AOR in 2006, renewed its relationship with the agency last April, following a review for a three-year, million-dollar AOR contract.
MWW confirmed that the new RFPs refer to the agency's current Volkswagen account and that the agency was invited to participate in the review, but declined. Volkswagen declined to offer additional details about the review.
Michael Kempner, CEO of MWW, said, “We're extraordinarily proud of the work we did and don't see any reason why they put the contract up for bid. We won every major award in our industry for the work we did for them.”
He said the agency is currently still working with the brand, and the contract allowed the client to cancel with appropriate notice.
Sources have told PRWeek the firm is looking at both mid-sized and large firms and first notified agencies about the review about six weeks ago.
Last December, the company promoted Bratina to VP of Volkswagen Group corporate communications and Volkswagen brand communications. Steve Keyes, former director of press and PR for the brand, retired this May. Volkswagen Group of America appointed Jonathan Browning its new president and CEO on October 1. His successor was Stefan Jacoby, who “left the company,” according to a press release.
The release, issued September 13, also stated that “Volkswagen Group is investing one billion dollars in the new Chattanooga plant [and] will be launching a unique marketing offensive in the US.”
Volkswagen Group of America also owns Audi, Lamborghini, and Bentley.