Volkswagen Group has confirmed consolidation of all its media planning and buying business with PHD from January 2017.
The consolidation is a result of one of the largest global pitches; the intensive pitch process saw PHD pitching against incumbent MediaCom and IPG Mediabrands.
In India, the account moves from incumbent agency Mediacom to PHD India, Mediacom won the account in 2007 and retained it till the global pitch.
The VW Group is set to become the world’s largest car company this year and is the world’s fifth largest advertiser – billings are estimated to be in excess of US$2.5 billion, this is undoubtedly a huge win for PHD India.
PHD will manage all 8 VW Group brands; Volkswagen, Audi, SEAT, Skoda, Porsche, Bentley, VW Commercial Vehicles and MAN and spans 35 markets.
According to an official statement from the VW Group, “New digitalization possibilities and new ways of targeting specific groups are to be put to much greater use in media planning. Following a review of the overall budget and an intensive pitch over a period of eight months, a new contract has been awarded for the global media budget of the Volkswagen Group. The media holding of the Omnicom Group stood out against the competition and convinced all the Group brands involved by providing trends-setting impetus in media management and a broad-based, strategically sound service range.