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Why should the players in packaged goods, financial services and cosmetics have all the fun?
The automakers Volkswagen Group and BMW are now part of Mediapalooza 2015, an unprecedented year of media reviews with spending exceeding $16 billion—and counting.
VW's review is global and encompasses all of the group's brands—Volkswagen, Audi and Porsche—according to sources. Collectively, those brands spend more than $1 billion in media annually worldwide, including $600 million in the U.S.
VW Group employs several media agencies around the world, but its primary shop is WPP Group's MediaCom, which is expected to defend.
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