PHD Wins VW’s Global Media Account

Volkswagen Group has selected Omnicom Media Group’s London-based PHD Worldwide agency, which already handles the company’s Porsche brand, to be its global media agency.

The win is PHD’s largest ever, according to Advertising Age. The assignment encompasses VW Group’s Audi, Porsche, SEAT, Skoda, VW and commercial truck units. Ad Age says VW spent more than $3 billion on measured media worldwide in 2014.

PHD will succeed WPP’s Mediacom agency, which for years had been handling the U.S. market and most of VW Group’s global media. The selection caps a lengthy competitive review.

VW praises PHD’s “trendsetting impetus in media management,” including the agency’s promise of new digitalization techniques to more sharply target media buys.