PHD China retains SAIC Volkswagen media business

PHD China, an Omnicom Media Group (OMG) agency, has retained the SAIC Volkswagen media business following a month-long public tender, which also saw local and international 4A agencies vying for the account, which included the Volkswagen and Audi brands. 

The pitch happened in last quarter of 2023, roughly from October to December. There were local and international 4A agencies competing in the pitch. 

This move will see PHD, which has served as media AOR for SAIC Volkswagen in China since 2020, continuing to provide media consultancy and planning services, covering media strategy, market insights, data analysis, and media buying. 

Furthermore, this decision affirms the successful partnership that PHD and SAIC Volkswagen have built over the past three years, as they have worked together to drive brand growth in an increasingly complex media landscape and consumer marketplace, according to PHD China CEO Joey Zhao.  

“As SAIC Volkswagen continues to move full throttle into the electric vehicle race, PHD will continue to provide the data-driven insights and innovative solutions that turn marketing complexity into business opportunity,” Zhao said.  

Claudine Kwek, CEO of OMG China, said, “We are honoured by SAIC Volkswagen’s continued trust in us, and PHD’s challenger mindset and focus on innovation, creativity, and collaboration lends itself to our client’s business ambitions in a dynamic market like China.” 

“As we look to drive a more integrated and seamless offering for SAIC Volkswagen, OMG’s Agency as a Platform model, which brings together the various teams across the network’s ecosystem of talent, technology, and capabilities, will be a main force behind this streamlined capability,” Kwek added. 

The SAIC Volkswagen decision marks the latest in streak of wins for PHD China, including Grupo Bimbo and China UnionPay. Most recently, PHD China was part of the global team that successfully defended the HP business, extending the agency's 15-year relationship with the brand. 

Back in 2020, PHD China bagged the media business for SAIC Volkswagen in the region after a highly competitive media review. 

Following a multi-agency pitch, the three-year appointment saw PHD take on full media duties (planning and buying) for the Volkswagen and Škoda brands which are manufactured under the joint venture between Volkswagen Group and SAIC Motor.

After one year, PHD bagged the Audi media business for China as part of SAIC Volkswagen portfolio without pitching. The 20-month appointment was effective immediately, includeing planning and buying duties, and was serviced out of PHD’s Shanghai office.

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