Volkswagen Commercial Vehicles commissions Scholz & Friends as new lead agency from 2022

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Hannover, 4 May 2021 – Following a multi-stage pitch involving several advertising agencies, #Volkswagen Commercial Vehicles (VWCV) has picked Scholz & Friends as its new lead agency: Scholz & Friends Group, with offices in Hamburg, Dusseldorf, Berlin, Brussels and Zurich, is thus taking over all #marketing communications concepts and strategies for the VWCV brand as of January 2022 for the following three years.

“The competing pitches were all of a similarly high standard, which made it a difficult decision for us. The agencies still in the running in the end all presented strong concepts,” said Dr #stefanpfeiffer, Head of #marketing at #Volkswagen Commercial Vehicles. “What convinced us in the end to go with Scholz & Friends were their ideas for new processes and their holistic look at customer journey management.” That was key, as #Volkswagen Commercial Vehicles is going through a period of change. Digitalisation – including in customer interaction and commerce – , electrification and not least the responsibility for the commercial use of self-driving vans, are creating new tasks and requirements, which need a corresponding further development too in the brand’s #marketing #communication. VWCV already began this change back in 2019 with a new brand image. The brand’s core message of “We transport success, freedom and future” now embraces the three central pillars of the VWCV #corporate strategy. The transformation from conventional manufacturer of light commercial vehicles into a modern provider of future mobility solutions is reflected in these three words.

“We are delighted to have found in Scholz & Friends a new, strong partner for the challenges that lie ahead”, declared #stefanpfeiffer. The long pitch process over three stages had proved its worth: by the end of it, the agency had won over the selection panel with their comprehensive understanding of the VWCV brand and products, he said. “Scholz & Friends lives by the principle of the ‘friends family’, a concept that ensures access to experts in other disciplines and the orchestration of those disciplines. That offers a good basis for the best possible success”, added #petraschreiber, Head of #marketing #communication.

“Bulli, Transporter, Crafter, Caddy, Amarok. #Volkswagen Commercial Vehicles has always created product icons that are associated with economic success and individual freedom. With the transformation into a provider of modern mobility solutions, a new chapter is beginning. We are proud to have the privilege of accompanying #Volkswagen Commercial Vehicles on this journey as their strategic partner for orchestrated #marketing communication”, said #frankwolfram, Partner and CEO of Scholz & Friends Group.

S&F is thus taking over next year from G&P, which has been lead agency for #Volkswagen Commercial Vehicles since the end of 2007. “Over the last 14 years, Grabarz and Partner have played a big part in shaping the VWCV brand, delivering top creativity and emotionality”, said Schreiber. “Nevertheless, we now wanted fresh ideas and therefore decided in favour of Scholz & Friends as new lead agency for VWCV. We would like to thank Grabarz & Partner for their faithful and highly successful work with us over many years”, added Pfeiffer.