Shanghai, China – Omnicom Media Group (OMG) agency PHD China 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.
PHD China has been the media AOR of SAIC Volkswagen since 2020, with the agency continuing to provide media consultancy and planning services, covering media strategy, market insights, data analysis, and media buying for the brand.
Joey Zhao, CEO at PHD China, said, “The decision affirms the successful partnership that PHD and SAIC Volkswagen have built over the past three years, as we have worked together to drive brand growth in an increasingly complex media landscape and consumer marketplace.”
He added, “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.”
Meanwhile, Claudine Kwek, CEO at OMG China, commented, “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.”
She added, “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.”