The agency, a DDB Needham spin-off created to keep the VW account in the Omnicom Group family, won the estimated $8 million Canadian account from DDB Needham Worldwide, Toronto. The combined North American account is estimated at $80 million.
Berlin Cameron has had VW's U.S. business for just more than a year. The move does not come as a complete surprise since Antony Denham, 48, formerly general manager-marketing and communications, VW Canada, expanded responsibilities to include the U.S. (AA, Sept. 26) in the VW consolidation.
A VW spokeswoman in Toronto said new national creative likely will be the same in the U.S. and Canada. The exception is Quebec, where distinct advertising in French will stay with Palm Publicite Marketing, Montreal, a DDB Needham affiliate. Other agencies will still serve regional marketing activities in Canada.
The Mexico City office of DDB Needham will continue doing VW ads in Mexico.
The agency's Toronto office also has done ads for Audi and Porsche in Canada. It's not clear what will happen to Audi, but Porsche Cars North America, Reno, Nev., shifted its Canadian business to the Coyote Marketing Group, Toronto. Goodby, Silverstein & Partners, San Francisco, is the U.S. agency.
"We want to maximize the use of our U.S. marketing material whenever appropriate, but we recognize the need for some real objectivity as to the nuances of the cultural differences between Canada and the U.S. that will affect our brand," said Joel Ewanick, Porsche Cars North America general manager-marketing.
Earlier there had been some talk about VW moving its U.S. Audi account from McKinney & Silver, Raleigh, N.C. But management now is said to be happy with new work from independent director Bob Giraldi, hired by the agency to direct the spots.
Pat Sloan contributed to this story.