Omnicom Media Group's PHD wins Porsche's global media planning and buying account

PHD is understood to have beaten Publicis Groupe siblings Optimedia and Starcom, as well as WPP's MediaCom and Havas' MPG to the estimated US$98 million account. Carat is also believed to have taken part in the pitch at an earlier stage.

In Asia the business is understood to cover China and Australia. Other markets included in the review include North America, the UK, Germany and Italy.

The China market is believed to be a focus point for Porsche. A source close to the review said China was "a massive growth market" for the car giant and the biggest challenge in China is now to establish Porsche as a "high prestige" brand.

The high-profile global launch of Porsche's Panamera model took place in Shanghai last year. The event at 1933 was to also celebrate Porsche’s 60th anniversary, to let the Chinese market familiarise itself with the brand. The event was part of a multimedia campaign that included advertising and an interactive website designed to position Porsche as the ultimate sports car.

The pitch comes ahead of Porsche's planned integration of its business with Volkswagen in 2011. The companies agreed to merge late last year.