VW & Crispin. It was only a matter of time.


VW of America just announced that it is reviewing its advertising business currently with Crispin.

VW is truly one of the world’s most loved automotive brands. While there have been a number of clever and in some cases intrusive commercials from Crispin there has been little that has built or even sustained the VW brand.

Crispin is without question one of the most talented creative agencies in the country but while they did a wonderful job helping to create the Mini brand, they never succeeded in bringing that power to Volkswagen.

At times the work was startling, stopping you in your tracks:

Last year we saw Brook Shields introduce the Routan:

Most recently we’ve seen “Max” the talking Beetle:

While the advertising has been interesting, sometimes funny, and certainly talked about, what has it added up to?  Not much.

In an industry that is hoping to sell a little over 10 million units in 2009 and hopes to achieve a “new normal” of 12-15 million units by 2012, competition for buyers is only going to get more intense.  The manufacturers that actually have well-established brands (there aren’t many) have a leverageable asset that will enable them to “win” in this hyper competitive environment.

Volkswagen is a brand with a well-defined value structure.  It started with Doyle Dane Bernbach, Arnold nurtured it and now another team will have a chance to articulate the brand’s values to its enthusiasts and prospects.

VW has certainly had its ups and downs in the US but throughout it all, it has been truly loved by millions of loyalists.  That kind of devotion is at the heart of what makes an automotive marque powerful and it’s a good place for the next agency caretakers of the VW brand to start.

Tags: , , , , , ,

2 Responses to “VW & Crispin. It was only a matter of time.”

  1. Lorrie says:

    Thanks for the inhstig. It brings light into the dark!

  2. Buy pendants says:

    Thank you local authority or council earn money can easily thank you?

Leave a Reply