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Volkswagen of America has selected Draftfcb to handle direct marketing duties on the brand after a review, the carmaker has confirmed.
Sources previously identified the other finalists as WPP Group’s G2 in New York and independent Harte-Hanks Direct in Yardley, Pa. Account revenue is estimated at more than $3 million.
The Chicago office of Draftfcb will handle the business, which previously was divided between MDC Partners’ Crispin, Porter + Bogusky and Havas’ Euro RSCG, according to VW.
During the pitch process, Draftfcb executives “demonstrated not only their ability to deliver solid strategic and data-driven thinking, but also strong creative ideas, like the ones consumers have come to expect from Volkswagen,” said Tim Ellis, vice president of marketing at VW in Herndon, Va.
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