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NEW YORK Volkswagen, which has been reviewing its $1.4 billion global media account, is leaning toward consolidating the business at Grey Global Group’s MediaCom, sources said.
The business has been divided between MediaCom, which handles VW in key European and Asia-Pacific markets, and Havas’ Media Planning Group, which works for VW mainly in North America.
VW’s evaluation of its global media needs also includes its Audi brand.
With sales sagging, most notably in the U.S. and Canada, VW has been seeking ways to streamline its media buying process and achieving cost savings.
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