Gideon Spanier
Jun 14, 2016

PHD takes Volkswagen's US$2.8 billion global media account

PHD has triumphed in the race to win Volkswagen Group's estimated US$2.8 billion global media planning and buying account.

PHD takes Volkswagen's US$2.8 billion global media account

It is a major coup for Omnicom Media Group’s PHD, which beat WPP’s MediaCom and Interpublic’s Mediabrands to drive off with the German carmaker, the world’s fifth biggest advertiser, in a global consolidation covering more than 30 countries.

Volkswagen has used MediaCom since 1998, and the WPP network looked after about 90 percent of its global media planning and buying, including that for its top brands such as VW, Audi, Skoda and Seat, in most international territories.

PHD already had a relationship with Volkswagen, as it handled the upmarket brands Bentley and Porsche globally as well as Seat in the UK.

Volkswagen began its review a year ago as part of what was dubbed the 'Mediapalooza', as a string of big-spending advertisers put their media-buying up for pitch. The process continued despite a major scandal over the rigging of diesel emissions that began in September.

Volkswagen is thought to spend about US$2.8 billion globally on media. 

It is understood that Volkswagen wants a greater emphasis on digital and programmatic from PHD, which will take over the account from 2017.

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

1 day ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

1 day ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

2 days ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.