VGIC talked to four parties—DDB Guoan, Saatchi & Saatchi, OgilvyOne and local agency CCG360—in a pitch that ended in December.
The client made the decision to give the creative business for Volkswagen's Touareg (pictured), Scirocco, Golf and Phaeton models to Saatchi & Saatchi. The Touareg is the brand's flagship premium SUV.
Anonymous industry sources commented that the vehicle brands awarded to Saatchi & Saatchi are the more challenging ones in VW's portfolio, because import taxes make the cars more expensive.
DDB's relationship with VW had been one of its largest client relationships in China. While DDB holds the lion's share of work for VW around the world, each market is free to choose its advertising partners. Campaign Asia-Pacific understands that DDB retains some VW business in China, including the Bentley model. The Beetle business has gone to OgilvyOne as well.
Saatchi & Saatchi reportedly aims to launch campaigns in the latter part of Q1 or the beginning of Q2.