PHD secures $500 million media duties for Volkswagen Group China

Campaign can confirm that PHD has been appointed as Volkswagen Group China's (VGC) media agency of record, effective January 1.

According to sources close to the pitch—which occurred in Q3 2024—PHD will now oversee all media planning and buying activities for various parts of Volkswagen's portfolio in China. This includes Volkswagen Digital Sales and Services Company (DSSO), existing and upcoming Audi models, global joint ventures in China involving Audi, Bentley, and Porsche, Volkswagen (China) Investment Co. (VCIC), Volkswagen Group China (VGC), and VGC public relations—which was previously handled by IPG Mediabrands as of 2024. Sources indicate the incumbent did not re-pitch for the account.

According to sources, the combined duties are valued at approximately $550 million over three years, with the most recently available COMvergence figures suggesting the total could exceed $600 million.

This win builds on Omnicom Media Group’s global retention of Volkswagen’s media duties in July 2024, a $2.2 billion account originally awarded in 2021. Omnicom Media Group's PHD has managed most of the China business for SAIC since 2016, taking over from WPP’s MediaCom.

Meanwhile, Omnicom and IPG’s recently announced merger—set to be finalised in June 2025—has raised questions about the integration of incumbent accounts.

Both networks declined to comment when contacted by Campaign.