Initiative wins Volvo's global media account, China remains separate

Volvo has appointed Initiative to its global media planning and buying account following a review. 

MediaSense handled the review, which encompassed Volvo's global markets, including the US, UK, and China.

Initiative, backed by IPG Mediabrands, will handle media planning and buying in all of Volvo's markets, besides China.

According to COMvergence, Volvo’s global net media spend was $448.7 million (£353 million) in 2023.

The incumbent on the account was Group M’s Mindshare, which was shortlisted during the review process alongside Publicis Groupe and IPG Mediabrands.

Mindshare has handled the Volvo media account since 1999, when it won the account from PHD, then called New PHD.

A spokesperson for Volvo said: "We regularly evaluate our agency model and operations to ensure we are equipped with the right technologies, agility and efficiency.

"We have appointed Initiative, powered by IPG, to lead our media strategy, planning and buying in all regions with the exception of China."

The appointment follows Omnicom buying IPG Mediabrands' parent-company Interpublic, to create a “premier marketing and sales company".

IPG Mediabrands and MediaSense declined to comment.