VW’s Skoda has chosen an interesting solution in its global creative review, sharing the business between LA-based Optimist and Hamburg’s thjnk which was bought by WPP about a year ago. Optimist, best known for its experiential work, also has an office in Hamburg.
Rosapark keeps the business in France. UK agency has yet to be confirmed. Global duties include strategy, classic advertising, digital content marketing, experience design and point-of-sale marketing.
Sloka head of marketing Thanh Vu Tran says: “During the pitch it became clear that we can set new benchmarks in car communications with the joint venture between Optimist and thjnk.”
Car creative accounts are certainly getting complicated these days. Ford has ditched WPP’s GTB agency for creative (although it continues to handle what’s called “activation” including media) in favour of a combo of BBDO globally and Wieden+Kennedy in the US (for its current fall campaign anyway).
VW is currently conducting a mega global review for its flagship brand, aiming to appoint a number of agencies regionally. WPP and Publicis seem to be the ones left standing in the US.
Thjnk’s joint win of Skoda is some much-needed good news for WPP and its new CEO Mark Read. The award-winning Hamburg agency has paid back some of the purchase price already.