Ben Bold
Sep 14, 2018

Omnicom Media Group and PHD launch VW-dedicated global data unit

The teams will be based in four regional hubs: in London, New York, Singapore and Miami.

Omnicom Media Group and PHD launch VW-dedicated global data unit

PHD and Omnicom Media Group have created a unit dedicated to their Volkswagen client that will tap into and analyse anonymous data generated by people researching cars online.

Dubbed Engine, the agencies' new approach will go live in Q4, and will be used to reach prospective car buyers at various points around purchase.

Engine pools specialists from Omnicom agencies PHD, Annalect and Adylic to support technical operations, audience building, dynamic creative and performance reporting. The unit will be managed across Omnicom Media Group by PHD.

The teams will be based in four regional hubs—in London, New York, Singapore and Miami—to service local VW and PHD programmatic buy-optimisation teams who manage local campaigns.

PHD has run test cases in Italy, France and Spain, which saw effectiveness and efficiency boosted by between 30% and 300%.

Paul Hawkey, PHD's global business leader for VW, said: "This is an exciting step forward for both PHD and Volkswagen. By creating these unique, hub-based teams with technical expertise, data analytics and creative, local PHD and Volkswagen can fully leverage the programmatic media and technology landscape to drive improved results for our client."

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

1 day ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

1 day ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

1 day ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.