Volkswagen Touareg And PHD Look To Redefine What We Deem Necessary

Volkswagen Touareg And PHD Look To Redefine What We Deem Necessary

To launch the new Touareg, Volkswagen has partnered with BBC Global News’ content marketing division, BBC StoryWorks, in a branded content series exploring new and emerging standards of luxury.

The series titled ‘Necessary Perspectives’ interviews pioneering creatives and entrepreneurs who are evolving standards of luxury across design and technology.

PHD business director, Kyle McSweeney: “We’re excited to work with the BBC to showcase the exceptional design and technology of the new Touareg.

“Being able to draw on parallel insights from Australia’s best design, innovation and technology thinkers has helped cement Touareg as a class leading luxury SUV worth considering.”

The series forms part of a larger campaign created by PHD and DDB exploring how our standards of luxury are always evolving and positioning the new Touareg as the ‘New Necessary’.

BBC StoryWorks senior content strategist, Bree Fedele commented: “The insight-led nature of PHD’s brief complemented our own deep understanding of our audience and allowed us to marry the two to create a springboard for how we would bring the “New Necessary” story to life.

“Recognising that luxury is in the eye of the beholder, we sought a range of different perspectives from creatives and entrepreneurs who are inspiring a new standard of luxury.”

Fedele added:”Our branded content series Necessary Perspectives is a reflection of our audience’s interest in design & technology; two pillars that really speak to those looking for a distinctly premium experience.”

Camapaign Credits:

Julie Scarff – Brand Manager SUV – Volkswagen

Kyle McSweeney – Volkswagen Business Director – PHD

Mitchell Long – Head of Strategy – PHD

Bree Fedele – Senior Content Strategist BBC

Mandy Whatson – Managing Partner DDB




Please login with linkedin to comment

BBC DDB PHD Volkswagen

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]