Omnicom Group and Volkswagen have deepened their long-standing partnership with the launch of Bernbach, a dedicated global agency created exclusively to serve the automotive brand.

The agency takes its name from Bill Bernbach, whose work at DDB helped shape some of Volkswagen’s most iconic campaigns, including the landmark “Think Small” and “Lemon” Beetle ads of 1959.

Bernbach builds on the decades-long relationship between both organisations, introducing transformation consulting as a third core pillar alongside creative and media services. The move creates a fully integrated structure designed to deliver end-to-end marketing solutions under one roof.

Damir Maric has been appointed Chief Executive Officer of the new agency. He joins from Mercedes-Benz, where he held senior roles including Head of Global Brand Creative and Head of Brand Strategy and Corporate Identity.

The global creative function will be led by Frank Hahn, who brings international experience from agencies such as Anomaly and 72andSunny, as well as within Omnicom’s network.

Bernbach operates on a “best-of-Omnicom” model, drawing talent from across Omnicom Advertising, Omnicom Precision Marketing and Omnicom Media Group. The agency currently employs around 70 staff in Germany, with additional teams embedded in key Volkswagen markets worldwide.

Christine Wolburg, Chief Brand Officer at Volkswagen, said the model reflects the company’s evolving needs. “Together, we have developed an agency model that better meets our current needs, particularly in creativity, media, and transformation. Our goal is to increase efficiency while sustainably enhancing the impact of our communications,” she said.

Glen Lomas, CEO of Omnicom Advertising Europe, described the launch as a natural progression of a deeply rooted partnership. “Bernbach is taking the partnership between Volkswagen and Omnicom into a new era. The brand is part of our DNA, and we continue to be inspired by their commitment to design and craft,” he noted.

The move represents the latest chapter in a relationship that dates back more than six decades. DDB has served as Volkswagen’s creative agency of record since the late 1950s, delivering some of the most influential campaigns in advertising history.

On the media side, Omnicom Media Group secured a global media contract with Volkswagen Group covering 2025 to 2027, further strengthening ties between both organisations.

With Bernbach, the partnership moves beyond a traditional agency-client structure towards a more integrated and strategic model, as Volkswagen navigates industry-wide shifts around electrification, brand positioning, and marketing efficiency.