The pitch initially included a number of agencies but came down to Leo Burnett and TSLA in the final round, according to sources.
Leo Burnett did not reply to a request for confirmation in time for publication. The incumbent agency is The Gang.
According to Volkswagen, TSLA will drive the brand's integrated marketing, through-the-line support, brand guardianship and overall creative direction over a two-year period.
“We’re talking about the world’s most iconic car brand and we are intent on ensuring VW thrives here in Singapore,” said Kris Kam, managing partner at TSLA.
“We are delighted to have TSLA as our lead creative agency during this exciting time for the brand in Singapore,” said Steffen Schwarz, the managing director of Volkswagen Group Singapore.
TSLA showed it possesses a good understanding of Volkswagen’s products and values during the pitch according to the carmaker, and has the creative resources to effectively communicate these to customers.
Digital and media duties remain with Tribal DDB and MediaCom, respectively, Volkswagen said.
TSLA won Gold for Creative Agency of the Year in Singapore in Campaign Asia-Pacific's Agency of the Year awards.