Volkswagen is in the process of reviewing its global media planning and buying account – covering brands such as VW, Audi, Skoda and Seat – which is currently owned by PHD.
The German car giant spent around 1.5 billion euros on its flagship brand VW alone in 2020. The press review – which was first published in the German magazine HorizonT – is part of a statutory process, with the PHD contract owned by Omnicom due to expire at the end of 2023. The previous global review lasted for one year.
A Volkswagen spokesperson confirmed the news and released. Countryside a statement, which said: “In the coming year there will be a regular tender for the Volkswagen Group media agency contract, which has been in place since 2016 and runs until the end from 2023.
“This will be the responsibility of Jason Lusty, who has taken over the group’s marketing in addition to branding and marketing. We ask that you understand that we are not providing further details.”
PHD was appointed in 2016 – taking control of the account in 2017 – taking down the business of the Volkswagen Group, then estimated at $ 3 billion (£ 2.35 billion).
It was understood at the time that Volkswagen wanted to put more emphasis on the digital and programmatic of PHD.
Prior to appointing PHD in 2016, the Volkswagen Group had been using WPP’s MediaCom since 1998. PHD already had a relationship with the automotive company, managing its luxury brands Bentley and Porsche globally and Seat in the UK.
