Volkswagen to review marketing campaigns after uproar over its racist ad

Volkswagen AG is under fire after producing and releasing a video of a black man being controlled by a giant white hand before getting flicked away from a Volkswagen (VW) Golf by the same hand. 

The clip that was produced by Omnicom Group Inc.’s Berlin-based subsidiary Voltage sparked widespread criticism and tensions within the company as the German automaker’s powerful labor representatives called it a “low point” and demanded an overhaul of social-media marketing. 

“Despite our diverse and international teams, a racist video was produced,” Head of Marketing at the namesake VW brand, Juergen Stackmann said in a briefing with journalists to present the results of the company’s investigation into the affair. “It seems very clear that, apart from mistakes in the process chain, there were also shortcomings in creating sensitivity among employees.”

According to Bloomberg, VW’s initial response of downplaying the video as a misunderstanding sparked even more anger from the public. VW then apologised after removing the ad along with other marketing elements as the company reviews its campaigns.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

REGISTER NOW