MediaCom on alert as VW reviews £2bn global media

Volkswagen, the German car maker, has launched a review of its global media agency arrangements from 2017 onwards.

VW: reviews global media
VW: reviews global media

The decision could spell the end of a 16-year agency agreement with WPP’s MediaCom, which was first appointed in 1998 by the group, which makes VW, Audi, Seat and Skoda cars.

The review comes despite VW re-appointing MediaCom to provide it with strategic media insight and planning and buying services for all of the Volkswagen Group brands until the end of 2016 just last year.

PHD handles global media for the group's Bentley brand, for which it was appointed in 2012, and Porsche, which it won in 2010

Volkswagen spends an estimated £2 billion on media worldwide and it is believed MediaCom currently handles about 90 per cent of this business.

Past campaigns include "beetle shark cage" to promote the VW Beetle, which was awarded a bronze Media Lion in 2013.

In February VW launched a TV campaign, called "boss", to promote its commercial vehicles, which was created by Adam & Eve/DDB.

MediaCom’s partnership with Volkswagen started in Germany but now covers more than 30 countries.