DETROIT -- Volkswagen of America last week chose Deutsch of Los Angeles as its new national and regional creative agency of record, according to executives familiar with the matter. Deutsch replaces Crispin Porter & Bogusky.
Deutsch also gets digital ad work, which is expected to be an increasingly crucial part of VW's marketing, Advertising Age reported. The agency won over finalist Omnicom Group's Goodby Silverstein & Partners.
VW spent $204 million in U.S. measured media last year, 19 percent more than 2007, according to TNS Media Intelligence. Spending is likely to increase because VW aims to boost U.S. sales and market share.