Volkswagen has appointed BMP InterAction to handle its Internet business.
The appointment has forced BMP InterAction, the sister company of Volkswagen’s creative agency BMP DDB, to resign from the rival Vauxhall business which it has handled for a year.
The Volkswagen business, was handled by Carat Interactive, but the car company decided to review after Carat’s subsidiary, BBJ Media Services lost the &£80m media-buying business to MediaCom TMB in August.
MediaCom TMB Interactive is understood to have pitched against BMP InterAction and one other undisclosed agency for the business. BMP InterAction will handle the strategy, planning and buying for all Volkswagen’s online capabilities, including the development of interactive TV.
Volkswagen’s communications manager Bernard Bradley says: “Buying cars online is inevitable. But at present an increasing number of people are using the Internet as part of the decision-making process.
“Our Website does have room for improvement and will be fully integrated with the rest of our marketing.”
Volkswagen does not sell its cars online.
Last month BMP InterAction handled the launch campaign for Buypower – Vauxhall’s online virtual showroom.