Deutsch/LA given creative mandate for Volkwagen America

The decision to finalise Deutsch/LA was reached after final evaluation between two shortlisted agencies that comprised of Deutsch/LA and Omnicom Group's Goodby, Silverstein & Partners in San Francisco.

There were a total of four agencies that pitched for the VW account. In addition to Deutsch and Goodby, another Omnicom Group unit, DDB, pitched for the account while there was an independent creative firm Wieden+Kennedy of Portland made up for the list of agencies.

Volkswagen America's creative duties were previously handled by MDC Partner's Crispin, Porter+Bogusky. The agency did not defend when the pitch was called by Volkswagen. Volkswagen spent close to $200 million in advertising across the mediums and its media spend this year accounts for $125 million thus far but this number doesn't include spend on digital platforms.