Volkswagen Appoints Global Marketing Chief

28 March 2001

Auto manufacturer Volkswagen has named Michael Grosche as its new manager of local and international marketing communications, effective April 1.

Previously responsible for the company’s marketing strategy, 39-year-old Grosche will replace Rolf Dielenschneider, who moves on after ten years in the post to a new distribution-oriented role.

It is uncertain whether Dielenschneider or Grosche will make the final decision on the selection of an ad agency to handle the D1 luxury car brand, which Volkswagen hopes will compete with the Mercedes-Benz S Class. The contest is thought to have been whittled to four agencies: DDB Berlin, Boston’s Arnold Communications, Grey Worldwide in Düsseldorf and Hamburg’s Leagas Delaney, from which a shortlist of two will make final presentations after Easter.

In separate news, Volkswagen has also decided to move $90 million of media planning and buying duties in Spain to Initiative Media, which ousts incumbent Carat International. The business covers all Volkswagen-owned brands in Spain, such as Skoda, Audi and Seat as well as VW itself.

News source: Advertising Age - International Daily