Volkswagen Group has appointed Omnicom’s PHD as its global media agency, effective from January 2017. The billings are estimated to be in excess of US$2.5 billion.
The intensive eight-month pitch process saw PHD pitching against incumbent MediaCom and IPG Mediabrands.
The account was one of the most high-profile from the flurry of accounts that were reviewed last year in what has now become known as ‘Mediapalooza’.
The agency will manage all eight VW Group brands: Volkswagen, Audi, SEAT, Skoda, Porsche, Bentley, VW Commercial Vehicles and MAN and spans 35 markets.
“New digitalisation possibilities and new ways of targeting specific groups are to be put to much greater use in media planning,” said VW in a statement.
In the Indian market, the account is set to move to PHD India as a result of the global alignment. The long-time incumbent agency is Mediacom.
