Volkswagen Group confirms global media agency deal details

Volkswagen Group has confirmed the award of its global media account to Omnicom Media Group and PHD after a global pitch and detailed the length of the contract.

PHD will hold the account for three years from the beginning of 2025 to the end of 2027.

Last month Campaign reported OMG was poised to retain the account.

A company spokesperson from the German automotive group said: "The Volkswagen Group's global media pitch has been successfully concluded. A three-year contract from 2025 to 2027 was signed with Omnicom Media Group.”

The contest has come to an end after beginning initially in 2021, followed by a nine-month hiatus and then a restart in 2023.

The review was run by Ebiquity, which worked with the brand to “develop a transformative media operating model."

Mark Gay, Ebiquity's chief client officer and global client partner for VW Group, said: “The dedication and efforts demonstrated by all agencies during the pitch process were remarkable, and we extend our congratulations to OMG on their appointment.”

PHD was the incumbent on the account, appointed in 2016 when it took over from WPP’s MediaCom.

The account is said to be worth $2.2 billion (£1.7 billion). 

OMG declined to comment.

Note: This article has been updated with Asia-Pacific data.