VW’s Giselle Fiumara: “We do not Envision Major Changes With PHD”

Volkswagen last week announced that it has selected Omnicom's PHD as its global media agency after a long competitive review. Previously , WPP's Mediacom had handled most of the business, including in the U.S. market.Latin America is an important market for the German automaker Volkswagen, who according to Kantar Media spent more than US $3 billion on measured media worldwide in 2014. Portada interviewed Giselle Fiumara, Global Marketing Communications Manager LatAm at Volkswagen, on the company's Latin American strategy.

Asked how media buying (and planning) for VW and its different brands (Volkswagen, Audi, Porsche, Seat, Skoda) is going to be managed in Latin America by PHD, Fiumara notes that "this is still to be defined at a global level, and it will depend on the global contract. Nevertheless, we do not envision major changes with PHD compared to the current process with MediaCom. Every group brand manages media planning, buying and optimization processes through its regional offices directly with the media partner's regional office." Fiumara notes that this process is the same throughout the whole Latin American region.

 We do not envision major changes with PHD compared to the current process with MediaCom.

Centralized Approach

How does VW plan and buy media in Latin America is it a centralized or decentralized approach? "It is a centralized approach in regards to regional media planning, buying and optimization. At a local (importer) level, every market manages media planning and buying with their selected media partners, " says Fiumara.
that the countries where Volkswagen sees the highest growth potential in Latin America are Colombia and Chile.

Colombia and Chile are the Latin American markets with the highest growth rate.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.


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