Good relationships are built on trust and the ability to work collaborate in the long-term. And a good relationship can deliver outstanding results. This is underlined by Volkswagen’s enduring half century old partnership with the DDB advertising agency and the almost 150 Cannes Lions which Volkswagen has received in all categories since its first Lion back in 1961. In the car category, Volkswagen is, was and will remain the most-award winning brand. So how did it all begin?

In 1959, Carl Hahn relocated to the US to run the Volkswagen business. His first job was to find a good partner. Hahn met several leading New York agencies, none of which managed to surprise him. Finally, Hahn entrusted the Volkswagen account to a small, recently founded agency – Doyle Dane Bernbach, because “Everything Bill Bernbach does is different”, says Hahn explaining his choice.

This year the historic partnership celebrated its 50th anniversary. And 82 year old Carl Hahn, long-time Volkswagen President in US and subsequent Volkswagenwerk AG Board Member, under whose management the Volkswagen Golf became the most popular car in Europe, admits that the most important thing that a brand can do is to “live in accordance with its promises”. He still believes that Volkswagen’s advertising strength (press ads and TVC’s) lies in its “disarming candour” which appeals to its audience’s intellect and emotions.

DDB Latvia Chairman of the Board Edgars Skulte also had the honour of meeting this gentleman in the early 1990’s, and he believes that Carl Hahn ranks alongside the greatest company bosses to ever visit Latvia!

Currently, the DDB serves Volkswagen in 32 countries around the world including Latvia. The most recent Volkswagen campaign created by DDB Latvia, Volkswagen new models’ campaign is about three brothers, none of whom is a mug. And this is right in synch with Volkswagen’s brand promise!