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VW reviews $3bn global media business

26 May 2015
VW reviews $3bn global media business

Volkswagen has launched a review of its global media agency arrangements, according to reports.

The carmaker, which spends an estimated $3bn on media worldwide, has worked with WPP’s MediaCom since first being appointed to run media in Germany in 1998.

The decision to review comes only 12 months after an announcement that it retained MediaCom as its agency of record for over 30 markets for a three-year period.

MediaCom has produced a collection of award-winning campaigns for Volkswagen brands in recent years, including Beetle Shark Cage in the US to promote the new Beetle.

VW, which also owns the Audi, Skoda, SEAT and Porsche brands, told MediaPost: “This is through the normal business process. We cannot comment further as this is a current ongoing process.”

It follows the news last week that fellow German carmaker BMW is reviewing its US media agency account, a market in which the brand spends approximately $150m. The account is currently held by IPG Mediabrands’ UM.

A number of leading global advertisers, including Unilever, Procter & Gamble and Coca-Cola, have kicked off reviews of their media arrangements in recent months.

Related stories:
21st Century Fox reviews global media agency business
Coca-Cola reviews $400m US media account
Johnnie Walker reviews global creative business

Alex Brownsell, London


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