Volkswagen of America, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Volkswagen of America is the U.S. sales arm of Volkswagen AG, a European automaker. The company sells Volkswagen and Audi cars through Volkswagen and Audi dealerships throughout North America. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(703) 364-7000|
|Main Fax||(248) 754-5540|
Volkswagen of America, Inc. ContactsContacts (5/33)
|Christophe G.||President & Chief Operations Officer||VA|
Sample of Associated Brands
|Martin E.||Vice President, Operations & Chief Technology Officer - Region Americas||VA|
|Jan V.||Chief Financial Officer & Executive Vice President||VA|
|Abdallah S.||Executive Vice President||VA|
|Mario G.||Executive Vice President, Communications||VA|
|Volkswagen Golf GTI||*|
|Volkswagen Golf SportWagon||*|
|********** ******||*** ***||Media Buying, Media Planning||2016||present|
|********** ******||*******, ***.||Creative, Digital, Experiential, Multicultural, Social||2009||present|
|********** **||*** ***||Media Buying, Media Planning||2016||present|
|********** **||*******, ***.||Creative, Digital, Experiential, Multicultural, Social||2009||present|
|********** ***||*** ***||Media Buying, Media Planning||2016||present|
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Millennial Engagement Opps: Volkswagen taps social media AOR, still undergoing global media review
Subject: digital, TV, sponsorship, native ads, print, event
Company: Volkswagen of America (VW)
Update (7/17): While VW is reportedly about to begin a global media review (more below), the company has announced that it has tapped a new social media AOR. After a competitive review, Account in Jeopardy” VW’s media review, but we will let you know as soon as we find something out.
Below originally published 5/27
Opportunity: The media review machine keeps rolling on. Next on the list: Volkswagen. According to AdAge, the company has reached out to holding companies about an upcoming global media agency review. VW has experienced disappointing sales over the last few years, but has a goal to double US sales by 2018 and has pledged $7 billion over the next five years in furtherance of that goal. Note that Q1 and Q4 are VW's biggest spend periods, so be on the lookout for late 2015/early 2016 dollars. Volkswagen has been on DailyVista's Vulnerable Account Index since Nov., with a score of 79 (more here).
Incumbent: WPP's MediaCom for the last ten years, according to The List.
Recent Media Reviews: VW is the latest in a string of companies launching media reviews, including Royal Carribbean (here).
National TV Spend: Per iSpot, VW has spent $155.6 million on national TV ads so far this year – an 11.6% increase from the same period 2014 ($139.4 million). In 2015, VW has spent the most money to air ads on NBC, CBS, ABC, FOX and Discovery during shows such as “NFL Football,” “American Idol,” “NHL HOckey,” “The Voice” and “The Big Bang Theory.” This is not a huge change from last year, when sports and “event” television were also the largest spend categories.
As far as SOV is concerned, VW does not crack the top 10 auto spenders (Nissan, Toyota, FIAT, Dodge, BMW, Kia, Mercedes-Benz, Jeep, Chevy and Subaru).
Digital Breakdown: According to Moat, VW has run 228 standard display ads on 1,645 publishers so far this year (and 10 video ads). Note that this is fewer standard displays ads that the same period last year (363), but more publishers and video ads. VW's spend has been steadily climbing since late Feb., with top ad destinations being magazine, local paper, technology and large paper sites, such as caranddriver.com, wired.com, providencejournal.com and internetautoguide.com.
When compared to the top 10 TV spenders, VW's digital SOV so far this year is 1.8% (higher than FIAT and Toyota) across all publishers.
Native Advertising: Per Brandtale, VW has run a editorial sponsorship on Forbes in 2015.
Agency Relationships: According to The List, Edelman is social media and PR AOR.
Volkswagen of America, Inc.
2200 Ferdinand Porsche Dr.
Herndon, VA 20171
Vice President, US Marketing
Manger, Brand Marketing & Strategy