Volkswagen: From desirable but expensively perceived brand to profitable market leader
Agency: OwensDDBClient: Volkswagen
Introduction & Background
You are familiar with this brand. Despite me not knowing who is reading this paper, I can say with confidence that you'll know Volkswagen. Famous for its advertising which started in DDB New York on Madison Avenue in 1959.
Back then Volkswagen tasked Bill Bernach, the 'B' in DDB to sell a "Nazi car" to Jewish New Yorkers. Not only did they successfully sell many cars, they revolutionized not just car advertising but advertising as a whole. In fact DDB...