By E.J. Schultz | June 13, 2024
The holding company holds on to the automaker’s big-spending worldwide business, which includes VW, Audi, and Škoda
Omnicom’s PHD has retained Volkswagen Group’s media account following a lengthy review, Ad Age has learned. The business includes multiple brands such as VW, Audi and Škoda.
PHD has been servicing the account since winning it from WPP’s Mediacom in 2016. VW initially began the review in 2021 but restarted it last year following a delay.
In an internal memo obtained by Ad Age, Omnicom Media Group credited the win to its “Agency-as-a-Platform approach—a flexible yet fully integrated team combining Omnicom’s best tools, capabilities, and talent in a model that provides our clients with the speed and agility required to stay ahead.”
Omnicom referred calls to the client.
A Volkswagen Group representative in a statement to Ad Age said it would not comment until “the contract has been finalized.”
Volkswagen Group ranks as the world’s 17th largest advertiser, according to the latest Ad Age Datacenter ranking, which pegged the automaker’s worldwide spending at $1.8 billion in measured media in 2022.
COMvergence estimates VW Group’s 2023 global media spending at $2.2 billion.