London digital media group Tonic has been appointed to help rebrand Volkswagen’s UK on-line presence, after a successful pitch to Volkswagen and its recently rebranded digital marketing group Tribal DDB London.
Volkswagen’s imminent Web rebrand will “complement and uphold the car manufacturer’s brand position with clear and informative presentation”, says Tonic business development director Peter Kennedy. Tonic was appointed following a four-way pitch, with Tribal DDB, in London on 13 September.
Tonic creative director Ranzie Anthony adds that the creative concept for the project will be “to give a taste of the seduction you experience when you visit a VW showroom”. Further details are not known at this stage, although no creative work is likely to be seen until early next year.
Tribal DDB, which has worked with the automotive group since last November, does not undertake production work for design projects, and has worked with Tonic on previous jobs. Prior to it winning the account, Volkswagen worked with London design consultancy Blue Wave, in partnership with Carat Interactive.
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