Independent agency Apparent has been appointed by Volkswagen Group Australia to handle its digital and customer experience (CX) business.

The appointment, which follows a competitive pitch, covers all Volkswagen Group Australia brands, including Audi, Volkswagen, Skoda, and CUPRA.

Joshua Wood, head of digital and CRM at Volkswagen Group Australia, said, "We are delighted to be partnering with Apparent. Their exceptional data analysis, customer experience, and creative innovation capabilities align perfectly with our vision. With a strong commitment to partnership we have great confidence in achieving meaningful outcomes."

Apparent, a full-service global agency with a core strength in digital marketing, boasts a team of 150 thinkers, creators, and solution-makers. The agency's other clients include Google, Cricket Australia, Sydney Symphony Orchestra, and IBM.

Suzy Smiley, managing director at Apparent, commented on the new partnership, "It’s an honour to be selected as Volkswagen Group Australia’s Digital and CX partner. The appointment is a significant new partnership for Apparent. Volkswagen Group has an inspiring vision for the future and we’re excited about the opportunity to achieve outstanding results together."

Earlier this month, We Are Social also confirmed its had an expanded remit with Volkswagen Group Australia leading social strategy and execution across Audi, Cupra, Skoda and Volkswagen Commercial Vehicles. It had previously maintained a five-year partnership with Audi. Volkswagen Group's global creative agency is DDB Group, which it recently extended its contract with for another three years, and its media agency is PHD.