Omnicom and Volkswagen launch dedicated global agency Bernbach

Omnicom has unveiled a new global agency model for Volkswagen under the name Bernbach, bringing creative, media and transformation together in one integrated unit as the automotive giant continues its global evolution. Led by CEO Damir Maric (above right) and Global Chief Creative Officer Frank Hahn, the bespoke set-up nods to DDB co-founder Bill Bernbach while aiming to deliver a more streamlined, scalable approach to brand building across Volkswagen’s international markets.

Bernbach represents integrated collaboration, international scalability, and an unwavering commitment to creative excellence. The name pays homage to legendary advertising executive Bill Bernbach, co-founder of DDB. Bernbach will operate under a unified name worldwide and unites global leadership with local insights to drive impactful brand experiences.

Bernbach expands the long-standing collaboration between Volkswagen and Omnicom, adding transformation consulting as a third key pillar alongside creative services and global collaboration. Damir Maric, who has held various leadership positions at Mercedes-Benz over the past 20 years, most recently as Head of Global Brand Creative and Head of Brand Strategy & Corporate Identity, leads the new unit as CEO. The global creative team is led by Frank Hahn, an experienced international creative leader who has previously worked at Anomaly, 72andSunny, and other Omnicom agencies.

Says Christine Wolburg (above left), the Volkswagen brand’s Chief Brand Officer: “Together, we have developed an agency model that significantly better meets our current needs, particularly in the areas of creativity, media, and transformation. Our goal is to increase efficiency while sustainably enhancing the impact of our communications.”

The new collaboration relies on a balanced interplay of global leadership and local strength. Markets will be involved from the outset to ensure that relevant perspectives are directly integrated into the brand work. The first results of the new set-up will be visible in the coming months, marking the beginning of a new phase of brand management for Volkswagen.

Says Damir Maric, CEO of Bernbach: “With Bernbach, we are setting new industry standards. Bernbach is not just a new dedicated agency model, but also a forward-looking approach to connected, transformative and creatively driven brand work on a global scale. Bill Bernbach coined the phrase that whether an idea turns into magic or becomes dust depends on the people who rub against it – and we strongly believe in that. I am very pleased that we have the opportunity to support Volkswagen as a transformation partner during this important phase.”

Bernbach operates on a best-of-Omnicom model, bringing together top national and international talent from various agency brands and disciplines. With the involvement of Omnicom Advertising, Omnicom Precision Marketing and Omnicom Media, the team currently comprises 70 employees in Germany and numerous others in Volkswagen’s core global markets.

Says Glen Lomas, CEO at Omnicom Advertising Europe: “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 deep commitment to design and craft. They deserve the very best ‘VW creativity’ and everyone in Bernbach, across the world, won’t rest until we deliver it,”

Says Susanne Grundmann, CEO of PHD EMEA: “With Bernbach, we are building a transformative, integrated agency model combining creativity, media and tech/AI capabilities to create consistent, distinctive experiences for the Volkswagen brand across all touchpoints,”

Says Luke Taylor, CEO of Omnicom Precision: “Omnicom Precision is equipping Bernbach with world-class tools and technologies to scale creative excellence, increase efficiency, and accelerate Volkswagen’s transformation.”

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