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Tribal Worldwide Singapore picks up creative duties for Volkswagen Group

tribalTroubled car manufacturer Volkswagen Group Singapore has selected Tribal Worldwide Singapore as it creative agency after a competitive pitch.

The partnership will see the DDB Group agency spearhead brand campaigns as well as  handling retail marketing work across the VW business.

The agency will also take charge of developing integrated communication plans, spanning above the line, digital, social, mobile and CRM.

Tribal had previously been responsible for VW’s digital marketing duties from 2010 to 2013.

The brief is a tough one for Tribal with the car maker still suffering fall-out from the emissions cheating scandal when it installed software which aimed to bypass government tests.

Volkswagen pleaded guilty to criminal charges in the US, and is facing legal action in other markets, and will pay billions of dollars in criminal and civil penalties. 

Volkswagen Group Singapore GM of marketing and communications, Jamie Lee, said of Tribal’s appointment: “We thank all agencies for their insightful proposals in preparation for the challenging economy this year.

“Tribal Worldwide’s proposal in particular went beyond our advertising needs as it was geared towards efficiency and smart targeting to help us with tracking and optimising sales performance.

“They stood out as a co-marketing partner for us especially with their divisions for data and shopper marketing.”

Joshua Lee, managing partner of Tribal Worldwide added: “We’ve come back stronger and better with a new generation of data and technology practitioners to enhance the path to purchase, brand loyalty and customer engagement. I also anticipate our team working closely with the sales team for conversions.”

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