Imagination wins Volkswagen event and experiential pitch

Arvind Hickman
By Arvind Hickman | 15 June 2016

Independent creative agency Imagination has won the event and experiential account for parts of Volkswagen Group Australia in a separate competitive pitch to the automotive giant's global media review.

Imagination will work on Volkswagen's passenger, commercial vehicles as well as its Czech brand Skoda. This will include press and PR launch event program, product launches, drive programs, dealer and fleet programs, training days and Dealer of the Year events.

Yesterday, PHD was named Volkswagen's global media agency after a three-way tussle with WPP's MediaCom and Interpublic's Mediabrands.

Imagination has already worked for Volkswagen Australia with 'The Spirit of Amarok' 4WD challenge in May. The event was a professionally designed, all-terrain, amateur 4x4 championship that is part of a global competition.

Imagination will now lead the launch of the Golf GTI 40 years – a special model released to celebrate 40 years of VW's signature hatchback.

“The Amarok event gave us a great taste of what it’s like working with such an iconic brand and we’re very excited to be moving forward with them,” says Imagination managing director Antony Gowthorp.

Volkswagen Australia spokesman Kurt McGuiness says the new creative partnership is an essential part of VGA's operations. “Imagination’s enthusiasm for the project really shone through during the pitch process, the ideas they presented to us were of extremely high calibre,” he adds.

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