Volkswagen Group Launches Global Media Review

By Erik Oster Comment

Volkswagen Group, which includes Audi and Porsche, has become the latest advertiser to launch a global media review. VW Group spent about $605 million in U.S. measured media in 2014, according to Kantar Media.

The review is still in its opening stages, with VW Group having reached out to holding companies, and it is unclear if incumbent Mediacom, who has worked with VW Group since 1998, will defend. Volkswagen Group’s decision to launch a global media review follows on the heels of a slew of advertisers launching similar reviews. BASF and GoDaddy launched their own global media review earlier this week, while P&G launched a North American media review a week ago and Norwegian Cruise Line launched a creative and media review in early April. SC Johnson, meanwhile, consolidated its media buying account with PHD following a media review open only to roster shops.

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