DDB Dusseldorf has regained the estimated 25m Volkswagen account in Germany, which is believed to include a pan-European campaign for the Golf model.
The review was initially seen as a threat to the DDB network’s grip on the 263m international account, encompassing the 33m UK business held by BMP DDB.
But the decision, based on what VW describes as “a strategic understanding of the market”, would appear to reinforce VW’s 30-year relationship with DDB.
It brings to an end a six-month review triggered by the departure of chief marketer Dieter Dalhoff from Europe’s biggest car manufacturer. The review fuelled speculation that the account would be up for grabs across Europe. But a source at VW’s German headquarters says there are no other reviews planned.
The VW review also included KNSK/BBDO, Saatchi & Saatchi Frankfurt and Leagas Delaney, which handles Hyundai in the UK. Leagas Delaney is pitching for the Korean manufacturer’s pan-European acc-ount later this week.