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.
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.