Volkswagen Group Africa continues creative partnership with 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.