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Creative on Demand’s initial charge from Volkswagen of America is to find ways to effectively communicate the automaker’s “Drivers wanted” positioning to Hispanic consumers.
The Coral Ga-bles, Fla., shop defeated Miami’s CreatAbility in the finals of a review designed to identify a Hispanic marketing partner for Boston-based Arnold, VW’s lead U.S. agency.
“From a philosophical standpoint, I’m not sure the meaning of ‘Drivers wanted’ translates readily to Hispanics,” said an agency executive involved in the review. “There’s a strong chance that the intended image—individuals who love driving—is not coming across.”
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