HERNDON, VA: Volkswagen of America has chosen incumbent MWW Group as its AOR for a three-year contract with a budget of approximately $1 million, according to Steve Keyes, director of press and PR for the brand. The renewal follows a competitive pitch process.
Previously, the agency focused on consumer lifestyle outreach. Now, it's role has been expanded to include automotive and business media, along with the promotion of motorsports and sports marketing, said Keyes.
“We wanted to move from an annual to a three-year contract, and that was the impetus [for the review],” said Keyes. In extending a contract to three years, the company's global purchasing department requires a review as part of an extended relationship, according to Keyes, so evaluating what other agencies might be able to offer also prompted the review, but ultimately MWW won out.
The RFP was sent out about a month ago, with five undisclosed agencies choosing to participate by submitting proposals, he said.
The new contract officially starts May 1, and upcoming projects include the launch of products, like the new Volkswagen Golf.