Published on: April 17, 2026
Advertising major Omnicom has introduced Bernbach, a newly established global agency created exclusively for Volkswagen. The agency takes its name from legendary advertising pioneer Bill Bernbach, honouring his lasting influence on the industry.
Bernbach will operate under a unified global structure, bringing together a “best-of-Omnicom” approach that integrates talent and expertise from across Omnicom Advertising, Omnicom Precision Marketing, and Omnicom Media. The agency already includes a team of around 70 professionals in Germany, alongside additional teams across Volkswagen’s key international markets.
The agency is led by CEO Damir Maric, who previously spent two decades at Mercedes-Benz, most recently heading global brand creative, brand strategy, and corporate identity. Creative leadership is overseen by Frank Hahn, former Chief Creative Officer at BBDO Group Germany, with prior experience at global agencies including Anomaly, 72andSunny, and Wieden+Kennedy. Both are based in Germany.
“Together, we have developed an agency model that significantly better meets our current needs, particularly in the areas of creativity, media, and transformation,” said Christine Wolburg, Volkswagen’s Chief Brand Officer. “Our goal is to increase efficiency while sustainably enhancing the impact of our communications.”
The partnership is designed to combine global strategic oversight with strong local execution, ensuring culturally relevant and market-specific insights inform brand communication. Bernbach has already begun rolling out creative work, including campaigns in Australia under Volkswagen’s Amarok platform.
In addition to creative and media services, Bernbach introduces transformation consulting as a third pillar of the collaboration, further strengthening the long-standing relationship between Volkswagen and Omnicom.
“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,” said Damir. “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 is taking the partnership between Volkswagen and Omnicom into a new era,” added Glen Lomas, CEO at Omnicom Advertising Europe. “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.”
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