We’ve heard lately that prior to the merger of Deutsch and Lowe, DDB was in good standing to take the Volkswagen business. The agency’s digital strategy was apparently out of this world, says a source familiar with Volkswagen, but the traditional may not have hit the mark. Add to that the merger of two major agencies capable of handling the nuts-and-bolts of a national, dealer-heavy account, and Deutsch/Lowe looks a lot better than it may have.
Lead executives for Deutsch, a Lowe & Partners agency (its new name) feel that their prior planning puts the newly merged agencies in a good position to handle new work and old — without creating conflicts. “It’s been pretty careful in the planning, Tony Wright, chairman at Lowe & Partners Worldwide told the Times. “We’ve gone at this with the belief it made compelling sense in many ways.”
One looming question: will Deutsch New York and Deutsch LA team up to handle the business? Presumably, yes, but that question is better answered by those of you who are inside these meetings.
More: “VW Moves Forward With Goodby, Deutsch; Reading Between the Lines on CP+B”