Volkswagen Seeks Translation

Volkswagen of Amer ica’s search for a shop to handle Spanish-language creative chores reflects a desire by the client to target Hispanic consumers more tightly in an overall down auto market.

Lead agency Ar nold is helping VW evaluate shops, with managing partner Alan Pafenbach, one of the key creatives on the account, and vp, management sup er visor Bill McMullen overseeing the review process.

“The [Hispanic] agency that’s chosen will work with Arnold to assure that messages are consistent” with existing VW work, said Arnold representative Rebecca Sullivan.