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11/26/18
Wolfsburg
Company

Volkswagen to boost marketing efficiency

Volkswagen to boost marketing efficiency
In future, Volkswagen will steer its marketing activities via three lead agencies which will operate four new creative powerhouses in the brand’s key regions.
  • By 2020, Volkswagen brand intends to improve marketing efficiency by about 30 percent with a media budget remaining stable at €1.5 billion
  • Digital share of media mix to grow to almost 50 percent by 2020 – in 2015 the share was about 25 percent
  • Number of campaign elements to increase about five-fold – objective is direct, personalized communication with customers
  • Global agency network Volkswagen brand to be reduced from about 40 agencies to three lead agencies
  • Jürgen Stackmann, Board Member for Sales: “The brand is to be managed in a leaner, more centralized way.”

The Volkswagen brand plans to improve its marketing efficiency by about 30 percent by 2020 at the same time as keeping its marketing budget approximately stable at €1.5 billion. The digital share of the media mix is to grow to almost 50 percent by 2020. In 2015, the share was about 25 percent. Against the backdrop of an increasingly personalized way of addressing customers, the number of campaign elements such as films or advertisements will increase about fivefold. In future, the Volkswagen brand will reduce its global network of about 40 agencies to three lead agencies. The Omnicom Group is to be responsible for Europe and South America, and WPP for North America, while Cheil will continue to be active for the Volkswagen brand in China.

Your media contacts

Dr. Marc Langendorf
Head of Corporate Communications
Tel. +49 (0) 5361 / 9-34474
Manuela Höhne
Spokesperson Sales & Marketing
Tel. +49 (0) 5361 / 9-20301