Part of this approach will include driving Volkswagen’s return on sales from 3.6% up to 6.5% by 2026, meaning marketing will play a crucial role in the mix.
After a tough 2022, however, the brand has already started to turn its fortunes around. In 2023 it shifted 4.87 million vehicles, marking an increase of 6.7% on the previous 12 months.
Franz will start in the midst of the Volkswagen Group’s ongoing mammoth global media pitch, for which incumbent PHD is fighting to retain the $4 billion contract.
Recent creative work from its flagship brand has included a Super Bowl spot from Joahannes Leonardo which celebrated its 75th anniversary in the U.S.
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