Which agency do you work with

The major car brands work with these agencies

Porsche

Grabarz & Partner designed the campaign for the new Porsche Cayenne Coupé

For many years, the premium sports car brand only worked with one agency in the German market: Keko (formerly Kemper Kommunikation or Klaus E. Küster). That has been different for a good two years. Since then, the Hamburg agency Grabarz & Partner has also been working for Porsche. With the campaign for the Cayenne Coupé model, she recently presented her first major work for a series of the Stuttgart-based automaker.

Opel

The focus of Opel brand communication at the beginning of the year was on the 120-year-old special models

Under the aegis of the PSA Group, to which the Rüsselsheim-based carmaker officially belongs since August 1, 2017, the motto of saving is right at the top of the agenda. Opel has also consolidated in the agency sector. The double solution with Scholz & Friends and Heimat was abolished - in favor of a return to the former supervisor McCann. The IPG subsidiary has established a tailor-made unit for the new old customer under the name Velocity McCann, which operates internationally.

BMW

The current campaign for the BMW 3 Series comes from Jung von Matt / Next Alster

What is Jens Thiemer planning to do at BMW? This is the question everyone who deals with the new marketing director of the Munich premium brand on the agency side. The obvious answer is that Thiemer - similar to Mercedes with Antoni before - establishes a tailor-made solution for him and BMW. But does he really do that? One does not know. Jung von Matt, Serviceplan and Heye are currently on board.

VW

DDB has been responsible for brand communication at VW for years

One of the biggest pitches of the year took place in 2018 for the core brand of the Wolfsburg-based car company. The returned Marketing Director Jochen Sengpiehl wanted a new model that is even more tailored to the brand and, not least, to him. It was also about more efficiency, one could also say: savings. In the end, budget holder DDB prevailed in Europe - albeit in a different constellation within an Omnicom team.

Mercedes Benz

Antoni is the European lead agency for Mercedes-Benz

For the Publicis Group, it is one of the most important budget wins in recent years. Since July 1, 2018, the French agency has been taking care of the network mandate with the subsidiary Publicis Emil, which was founded especially for this task. The previous supervisor was BBDO. In Europe, Mercedes continues to work with the lead agency Antoni. With Bettina Fetzer, there has also been a new head of marketing since November last year.

ford

Ford moved from WPP to BBDO in creation in 2018

The US automaker currently has other concerns in the European market than working with agencies. The loss-making business is to be redeveloped through job cuts and possibly even plant closings. Nevertheless, Ford launched a new agency model last year. The Omnicom subsidiary BBDO Worldwide has been the creative lead agency since then. In this role, she will replace the WPP agency Global Team Blue, which will, however, remain on board for the activation area.

Škoda

Skoda's lead agency is Thjnk

The Czech Volkswagen subsidiary has completely reorganized its cooperation with agencies - on a national and international level. In Germany, Thjnk replaced the previous budget holder Leagas Delaney. The WPP subsidiary also got involved in cross-border business. Here, however, in a joint venture with the independent US agency group Optimist. Their European businesses are run by the experienced car advertiser Dirk Spakowski.

Smart

Smart will switch completely to electric drives from 2020

It is not yet finally clear whether and how things will continue with Daimler's small car brand in the long term. What is certain, however, is that from 2020 only Smarts with electric drives will be available to buy. There is also a lot of uncertainty when it comes to working with agencies. The official lead agency is still BBDO. Most recently, however, Mercedes supervisor Antoni and Fischer-Appelt have also developed campaigns for the brand, which has been managed by Katrin Adt since autumn 2018.

Audi

Audi is also currently relying on e-mobility in communication

The pool solution with several German and international agencies continues to exist here. The local partners of the VW subsidiary include Thjnk, Philipp and Keuntje, Sinner Schrader and Kolle Rebbe. It remains to be seen what will happen under the new board member Hildegard Wortmann, who will take up her job by July 1st at the latest. In addition, Audi has announced a massive austerity program. 15 billion euros are to be saved by 2022. That should also affect the agencies.