Martyn Farmer
Worldwide Account Manager at DDB Berlin
Berlin, Germany
TitleCops
Agency
Campaign Volkswagen British Campaigns
Advertiser Volkswagen
Brand Volkswagen
PostedNovember 2003
Product Polo
Business Sector Compact & Small Cars
Tagline Small but tough. Polo
Philosophy Volkswagen’s new (as of 1995) mass market volume objectives have meant many campaigns have been developed for model specific target audiences. However, we have maintained a degree of cross-campaign coherence by creating a common tone of voice across all campaigns. We have also ensured that the single messages we try to deliver about each individual model – Polo’s sturdiness, Golf’s refined classiness, Passat’s engineering attention to detail – are ultimately common Volkswagen engineering values.
Problem Volkswagen is a brand that has to appeal to many audiences, with many different product offerings. It has to do this whilst retaining overall brand values which support its individual product messages.
Result Volkswagen were DDB London’s founding client in 1968 and in 2005 The Gunn Report named them as the most creatively awarded client in its history.

Over the course of our relationship with Volkswagen we have won 5 Effectiveness Awards and scores of creative awards.

The work featured on this page is some of our most recent.
Media Type Print
Market Germany, United Kingdom
Creative Director
Creative Director
Art Director
Copywriter
Copywriter
Art Director
Typographer
Photographer
Creative Director
Creative Director
Creative Director
Creative Director
Art Director
Copywriter
Account Manager
Worldwide Account Manager
Account Manager
International Account Manager
Account Planner
Planner International
Advertising Manager
Head of Advertising International
Advertising Manager
Coordination Advertising International

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