Fallon’s new agency in Tokyo has been appointed creative agency for Volkswagen Group Japan’s major brand, the “Golf” and will shortly take over from DDB Japan, the long-time incumbent agency, according to industry sources. Fallon’s new assignment also covers a new launch this Spring. DDB however will continue to handle creative work for the famous VW Beetle.
Also pitching for the account were incumbent DDB, Grey, Daiko, and Beacon. Beacon have resigned their GM business and who are currently parting company with Fiat, though this has no connection with their involvement in the Volkswagen pitch, according to a Beacon spokesperson.
Media assignments are unchanged. Planning for VW in Japan is handled by Carat SPI while media buying is handled by Asatsu DK.
Volkswagen took the largest share of Japan's imported car market last year at 20.1% with total sales of 56,070 units, down 6.4% from 2002.
In an unrelated move, Audi have shifted their media planning from Yomiko to MindShare Japan. The change resulted from WPP’s acquisition of Bates, Audi’s creative agency in Japan who worked in association with Yomiko. Media buying will be handled by HDY Media which was formed by merging the media departments of Hakuhodo, Daiko, and Yomiko last year.
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