Deutsch LA Drives Away with VW


By Kiran Aditham Comment


It’s been two months since we first reported on how VW was up for grabs and Crispin wouldn’t defend. Now all the drama has come to an end as Deutsch LA won creative duties for the automaker’s U.S. ad biz, a scenario that we imagined just yesterday.

Deutsch LA beat out Goodby in the end for the account (we’re hearing that it came down to money). In a statement, the winning agency’s co-CEO/CCO Eric Hirshberg says, “Volkswagen probably has the best 50-year portfolio of advertising that exists. And as far as the other agencies in the review, we felt like we were up against Mount Rushmore. The fact that they chose us to carry on this legacy is simply humbling.”

According to Adweek, each agency got three hours to present creative ideas, with DDB and Goodby pitching on Monday and W+K and Deutsch on Tuesday. VW’s account revenue is estimated at $15 million.

More: “The Fun Theory: VW’s Foray into an Idea