The move follows the car manufacturer's establishment of its own dealer and servicing network for Volkswagen imports into China.
Grey won the advertising assignment from incumbent DDB without a pitch, while the customer relationship marketing business is a new assignment.
According to Viveca Chan, chairman and chief executive officer of Grey Global Group Hong Kong and China, the assignment will cover strategic planning, creative development, media planning and buying, interactive communications, direct marketing, telemarketing, database marketing and channel marketing.
"The assignment started with MediaCom and was extended to strategic planning, and now it includes everything else. The key to us winning the business was integration. It's still a unique offering in China to have an agency offer database marketing, telemarketing, direct, interactive and so on, all in one package, said Chan.
"We recently did some advertising for the brand for the car show in China, in June. The aim was to attract people to the show. We have also undertaken large CRM works, which will be ongoing."
She added that Grey would manage the entire marketing communications process for the brand, converting prospective buyers and building loyalty among customers.
"We will be looking at the overall, bigger picture, not just the brand. Branding is important, but it is also crucial that companies look at making existing customers loyal customer. This means concentrating on more than just awareness."
Volkswagen China is the representative office of Volkswagen AG in China, and the business unit that operates the Fully Built Unit for imported Volkswagen models to China.
The company's imports include New Beetle, Golf, Shoran and Phaeton.
