Meanwhile, further Volkswagen assignments have been awarded to DDB in China and Hong Kong.
The German car manufacturer has shifted its Japanese account from Fallon back into DDB - without a pitch - after a four-year hiatus.
The switch comes at a time when Volkswagen is gearing up for an aggressive marketing drive to win share from local-market rivals.
The German car manufacturer has shifted its Japanese account from Fallon back into DDB - without a pitch - after a four-year hiatus.
The switch comes at a time when Volkswagen is gearing up for an aggressive marketing drive to win share from local-market rivals.
Whether or not DDB will inherit Volkswagen’s entire model range has yet to be finalised by the client. However, should all of Fallon’s Volkswagen business move to DDB, the Publicis Groupe agency’s revenues would drop by up to a quarter, a source has suggested.
The shift is a cruel blow for Fallon Tokyo, which has produced some effective work for Volkswagen since it began wresting control of the account from DDB in 2004.
Its ‘Love & Hate’ campaign for Golf, for instance, was among the most successful since Volkswagen began selling cars in Japan.
The loss has prompted sources to suggest that the path is now clear for Fallon Tokyo and Publicis Groupe sibling Saatchi & Saatchi to be more closely aligned, which happened earlier this year in the US and the UK with the formation of SSF Group.
Minus Volkswagen there is no longer a conflict with Toyota, a Saatchi & Saatchi client in Japan.
DDB has also expanded its relationship with Volkswagen in Greater China, one of the brand’s largest group of markets, globally.
Tribal DDB has been awarded interactive duties for the marque’s Olympic torch relay campaign in China and in Hong Kong, again without a pitch. DDB was also awarded Volkswagen’s Chinese importer division.
Commenting on the Greater China wins, Richard Thomas, chief executive officer of DDB Hong Kong, said: “Volkswagen is one of our network’s foundation clients, and we’re pleased to be growing our relationship in such important markets.”
Japan, China and Hong Kong are three among eight markets in Asia-Pacific where DDB handles Volkswagen. The others are Australia, Malaysia, New Zealand, Thailand and India.
The business is pitched market by market, with DDB now incumbent in 35 markets worldwide. DDB has worked with Volkswagen since 1959; the car brand counts as one of the agency’s earliest clients.
