Seat calls global advertising review

Seat, the Volkswagen-owned car manufacturer, is reviewing its global advertising account.

Seat sent RFIs to agencies
Seat sent RFIs to agencies

The review is led by the Seat procurement team. Agencies have received RFIs and will need to submit proposals by next week. 

MullenLowe Group is the incumbent. The network picked up the business two years ago and is repitching.The account is led by the Barcelona-based agency Lola MullenLowe. 

Last month, Guardian Labs teamed up with Seat in the UK for what The Guardian’s in-house branded content arm described as one of its biggest-ever campaigns.

The work, which will launch in May, focuses on the science behind emotions and the impact engineering has had on human life.

PHD handles Seat’s media planning and buying in the UK. The business was reported to be worth £14 million in 2013. MediaCom oversees planning and buying in other markets. 

A spokeswoman for Seat said: "MullenLowe Group has been working with the Volkswagen group as Seat’s global agency of record for the past two years. 

"As part of Seat’s statutory procurement review, they are embarking on an agency review process that will take place over the coming months. 

"During this time, MullenLowe Group will continue working with Seat as usual on upcoming launches and communications programmes."


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