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Volkswagen Group Africa continues creative partnership with Ogilvy

By our African Marketing Confederation News Team | 2025

Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.

Following an 11-month pitch process, Volkswagen Africa Group has chosen to continue its long-standing partnership with the incumbent agency, Ogilvy South Africa. 

Ogilvy celebrates retaining the Volkswagen Group Africa business. Photo: Ogilvy

Ogilvy thus retains Volkswagen Passenger, Volkswagen Commercial Vehicles and the full Audi brand product portfolio. 

 

The pitch process was managed by the Independent Agency Search & Selection Company (IAS), a consultancy that specialises in matching brands with the appropriate agencies. 

 

“We are immensely proud of the strong legacy we’ve cultivated with both the Volkswagen and Audi brands over the years,” says Pete Case, Ogilvy SA CEO and Creative Chairman.  

 

“We are equally excited about the future and the incredible trust that we’ve been given to continue pushing creative boundaries and driving meaningful results for these iconic brands.” 

 

According to a press release, Ogilvy presented a “unique partner model that delivers across advertising, social, digital and customer-engagement services” for both the B2B and B2C markets. 

 

Adds Simphiwe Nghona, Head of Sales and Marketing for Volkswagen Group Africa: “We believe Ogilvy’s strategic approach and creative vision is crucial in creating impactful connections and conversions with our current and future customers. Further solidifying the position of our market-leading brands across the diverse markets of the African continent.” 

 

Johanna McDowell, Managing Director of IAS, says the process involved a competitive review with over 15 agencies, both internationally aligned and locally owned, including multiple rounds of presentations and a stringent procurement protocol. 

 

Ogilvy’s re-appointment comes at a time when traditional auto brands, particularly luxury ones, are struggling in the African car market, where affordability and a shift towards budget-friendly options are impacting sales.  

 

This is primarily due to the rising popularity of Chinese auto brands – among them Chery, Haval, Omoda and Jaecoo – that offer competitive pricing and many standard features.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.