Creative On Demand Wins Volkswagen Hispanic Assignment

DETROIT — Volkswagen of America has awarded a major Hispanic marketing project to Creative on Demand, sources said.

The Coral Gables, Fla. agency defeated Miami’s CreatAbility in the finals of a review designed to identify an Hispanic marketing partner for Arnold, Volkswagen’s lead U.S. agency.

Client sources insisted, however, that Arnold’s grip on the $300 million account remained “very firm.”

Daniel Marrero, Creative on Demand president did not return calls by press time. The shop’s client list includes Pfizer’s Viagra, Guinness Import, Sony, Discover en Espanol and The Dish Network.

Crosstown rival del Rivero Messianu DDB, which holds Volkwagen branding and retail assignments in Central America, Puerto Rico, Colombia and Ecuador, had been considered a front runner. Sources suggested competitive pressures between Arnold and DDB, which handles Volkswagen’s advertising outside the U.S., may have eliminated del Rivero.

Creative on Demand will be charged with creating advertising that speaks directly to the culture and traditions of the nation’s 35 million Hispanic consumers.

Editor’s note:Due to erroneuous information, Adweek.com had previously reported the above account would be going to del Rivero Messianu in Coral Gables, Fla.