PHD, part of Omnicom Media Group, has been selected to handle
Volkswagen’s massive $3 billion global media account after a review that began 13 months ago.
The primary incumbent was WPP’s MediaCom, which has handled the bulk of the
assignment for nearly 20 years, adding the U.S. in 2005 when it was selected over then-incumbent MPG (now Havas Media).
The review included all VW’s brands, including the flagship
nameplate Volkswagen, Audi, Skoda, Porsche, Bentley, Seat as well as the company’s commercial vehicles division. PHD had previously handled just the Porsche business.
The pitch was
led out of PHD Worldwide’s London office by Global CEO Mike Cooper. In the U.S., where the client spends an estimated $600-$700 million on ads annually, the OMG unit that currently handles
Porsche will now take on the expanded VW portfolio.
PHD has been on a roll in recent months, winning both Delta Airlines and Carnival Cruise lines. Last year it won the
global GlaxoSmithKline account and added global search to its big Unilever assignment, which includes global communications planning and a number of regional planning and buying chores.
Parent OMG is also on a tear — it recently created new agency Hearts & Science to service its recently won Procter & Gamble account. And OMD, also part of the group, won big in the
recent Sony review, winning the biggest chunk of the global entertainment business.