PHD China retains SAIC Volkswagen account

Omnicom Media Group (OMG) agency PHD China has successfully maintained its position as the media agency of record (AOR) for SAIC Volkswagen. The reappointment follows a month-long competitive public tender that saw participation from international agencies including GroupM and Publicis, as well as three local agencies, according to a credible source close to the pitch.

Initially set as a three-year commitment from 2020, Campaign revealed during the appointment that sources pegged the total account billings up to US$850 million. Initially responsible for full media planning and buying duties for Volkswagen and Skoda brands produced in mainland China under the joint venture of Volkswagen Group and SAIC Motor, PHD broadened its responsibilities in May 2021 to include Audi. This expansion came with an estimated additional billing of approximately US$200 million.

Speaking of the renewal, Joey Zhao, CEO of PHD China highlighted the partnership's success over the recent years, attributing it to joint efforts in navigating an intricate media environment. 

PHD's contributions to SAIC Volkswagen have been recognised by Effie Greater China and the ROI Awards. These accolades were in line with PHD's expertise in multi-channel marketing, performance marketing, and data-driven solutions.

This retention follows PHD's wins with Grupo Bimbo and China UnionPay, and the defense of the HP account, which extends a 15-year relationship with the brand.