Volkswagen is reviewing its global media plan and shopping account.
The auto company’s contract with PHD expires at the end of 2023, so we can expect to see a global media marathon.
The $4 billion (A$5.5 billion) deal covers brands including Volkswagen itself, Audi, Skoda and Seat.
The Germany-based car company spent 1.5 billion euros (A$2.3 billion) on the Volkswagen brand alone in 2020.
The media review, reported in German news outlet HorizonT, is part of a statutory procedural process.
The previous comprehensive review lasted a year.
volkswagen said Country“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 of 2023.
“This will be the responsibility of Jason Lusty, who has taken over marketing for the group in addition to branding and marketing. We ask for your understanding that we do not provide further details.
Volkswagen’s announcement comes as PHD has promoted its current head of APAC strategy, Chris Stephenson, to global CMO.
Stephenson will succeed Avril Canavan who will now work as an independent marketing consultant.
B&T contacted a PHD representative about Volkswagen showcasing its media globally, but they provided no comment.
PHD was named to the account in 2016, as Volkswagen wanted the agency to place more emphasis on digital and programmatic.
Before PHD owned the account, Volkswagen had been using WPP’s MediaCom since 1998.
Prior to 2016, PHD managed Bentley and Porsche globally and Seat in the UK.
