Jenny Chan 陳詠欣
Sep 2, 2014

FAW-Volkswagen reviews media agency in China

BEIJING - FAW-Volkswagen (FAW-VW) is conducting a local media review despite incumbent agency MediaCom extending its global relationship with Volkswagen Group back in April.

VW Jetta
VW Jetta

The client called the pitch in late May, according to sources.

Although MediaCom Worldwide has extended its 16-year global media account with the Volkswagen Group for a further three years, the current VW team in the FAW-VW joint venture is widely regarded as "weak".

The Chinese side is "more powerful", according to industry sources, so it will be up to MediaCom China to defend its turf as in this case the FAW executives "will probably try to lead the decision", one source close to the client told Campaign Asia-Pacific.

The media review is part of a comprehensive four-part pitch that includes traditional ATL advertising, traditional media planning and buying, digital creative as well as digital media planning and buying that was called three months ago.

MediaCom China and up to 10 other agencies submitted RFI documents, while DMG retained the creative business in the pitch. It is unclear if Mediacom's globally aligned account also includes digital media.

It is understood the situation does not affect Shanghai Volkswagen (SVW) or Volkswagen Group Import Company (VGIC).


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