VW taps Fallon for Golf work in Japan

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[Tokyo] Fallon Worldwide's five-month-old Tokyo agency beat DDB Worldwide, Volkswagen's main international network, and four other contenders to win the Golf car account in Japan. Fallon's Singapore office is already Volkswagen's lead agency for the rest of Asia. DDB has the business in Australia. Publicis Groupe's Fallon will be remunerated on a fee basis; billings were not disclosed. The appointment follows a three-month pitch involving 11 agencies and five finalists-incumbent Omnicom Group's DDB; Grey Global Group's Grey Worldwide; Publicis' Beacon Communications, and local agency Daiko. Fallon entered Japan in September 2003 with the acquisition of 3-year-old local shop Gram Advertising. Golf is VW's key brand in Japan and will introduce Golf models later this year. Media planning and buying will continue to be handled by Aegis Group's Carat SPI for planning, with buying at Asatsu-DK, a Japanese agency in which WPP Group has a minority stake.
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