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German auto giant Volkswagen picked Omnicom's PHD as its new global media agency of record, ending its relationship with WPP's MediaCom after nearly two decades. The news marks PHD's biggest win to date, and the move also ranks among the largest media consolidations in any industry.
PHD won the $3 billion account in a pitch that ends a yearlong series of reviews colloquially known as "Mediapalooza." It will now handle strategy and media buying duties for VW, Audi, Porsche, Bentley, Seat, Skoda and Volkswagen Commercial Vehicles, which are part of the larger Volkswagen business around the world.
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