Dentsu has been offered the creative account, New Trend Integrated Group (NTI) will lead public relations services, and Dynamic Marketing Group (DMG) will take media deliverables.
Prior to this, incumbent agency DMG has been involved in FAW-Volkswagen's creative, media and public relations campaigns, such as the Golf GTI. FAW-Volkswagen is a joint venture of the Chinese automaker and Germany's Volkswagen Group.
Last month, FAW's brand value was ranked ninth in the World Brand Laboratory (WBL) annual evaluation of the top 500 brands in China. Among automotive manufacturers, it came in first with a brand value of US$15.4 billion (98.28 billion yuan).
