Ellen Hammett: Volkswagen should be focusing on effectiveness not efficiency

Volkswagen (VW) is about to begin what it says it the most drastic change for its brand in its 81-year history: it is “transforming” its marketing communications to support its transition to the “New Volkswagen”.
Drastic indeed. As well as plans for a new logo in the spring, this week the German car marque revealed it will be culling its agency roster from 40 to three in a bid to drive marketing efficiency by “around 30%” over the next two years,  withou