San Francisco shop Eleven wins big electric-vehicle awareness account
Electrify Americaa unit of Volkswagen Group of America overseeing a multi-year electric-vehicle awareness campaignhas named Eleven as its agency of record as it begins a 30-month, $62 million marketing effort. The San Francisco-based shop came out on top of a competitive review that included several agencies, including Deutsch, which handled the group's first campaign that debuted last year.
"It's a really big win for us," says Mike McKay, partner and chief creative officer at Eleven, which has about 110 employees. "We are really trying to break onto the national stage and this is a win that will enable us to have some really visible work."
Formed in 2016, Electrify America is a wholly owned subsidiary of VW overseeing a 10-year, $2 billion investment on zero-emissions vehicle technology and awareness. The spending is mandated as part of the automaker's legal settlement with government regulators in the wake of VW's diesel scandal in which it admitted to installing devices on cars to cheat on emissions tests. So-called ZEV's include battery- electric and hydrogen-powered fuel cell vehicles.