Omnicom Retains Volkswagen's Global Media Biz

Volkswagen, the German automaker, had called for a review of its worldwide media planning and purchasing account. Following an extensive evaluation, VW has decided to keep Omnicom Group on board. The automaker's global operations, including those of VW, Audi, and Škoda are retained by the advertising holding company. According to reports, the company will be supported by Omnicom's media investments firm PHD under a new operational model that utilises resources from the whole Omnicom Media Group.

In India, the amount spent on media is between Rs 150 and Rs 180 crore.

After its agreement with Omnicom-owned PHD expired at the end of 2023, Volkswagen, along with brands like Audi and Skoda, embarked on a protracted worldwide media pitch to secure a multibillion-dollar deal. The carmaker's media responsibilities were managed by WPP's MediaCom from 1998 until PHD took over the account in 2016.

According to sources, VW is reportedly targeting the entry-level electric vehicle (EV) market in India and plans to introduce the first SUV in the class later this year.