Shauna Lewis
Dec 22, 2024

Initiative wins Volvo's global media account, China remains separate

Account was worth $448.7 million in 2023.

Initiative wins Volvo's global media account, China remains separate

Volvo has appointed Initiative to its global media planning and buying account following a review

MediaSense handled the review, which encompassed Volvo's global markets, including the US, UK, and China.

Initiative, backed by IPG Mediabrands, will handle media planning and buying in all of Volvo's markets, besides China.

According to COMvergence, Volvo’s global net media spend was $448.7 million (£353 million) in 2023.

The incumbent on the account was Group M’s Mindshare, which was shortlisted during the review process alongside Publicis Groupe and IPG Mediabrands.

Mindshare has handled the Volvo media account since 1999, when it won the account from PHD, then called New PHD.

A spokesperson for Volvo said: "We regularly evaluate our agency model and operations to ensure we are equipped with the right technologies, agility and efficiency.

"We have appointed Initiative, powered by IPG, to lead our media strategy, planning and buying in all regions with the exception of China."

The appointment follows Omnicom buying IPG Mediabrands' parent-company Interpublic, to create a “premier marketing and sales company".

IPG Mediabrands and MediaSense declined to comment.

 

 

Source:
Campaign UK

Related Articles

Just Published

21 hours ago

Creative Minds: Kartik Smetacek loves the simplicity...

Meet the chief creative officer at L&K Saatchi & Saatchi who can rattle off classic Timberland ad lines from memory.

23 hours ago

APAC lags as Saatchi & Saatchi leads global new ...

Asia Pacific's new business market remains subdued in 2024, with pitch volumes down by a third, according to R3.

23 hours ago

Amazon's ad business soars, reaching US$56 billion ...

Amazon's advertising business outpaced the company's overall growth in 2024, fuelled in part by the company's expansion into streaming advertising.

23 hours ago

Meta doubles down on AI tools to boost ad performance

The platform’s new tools aim to offer guidance on AI optimisation, automation, and advertising best practices.