Volkswagen Set to Evaluate Media Agency Business

Company Spent $605 Million on U.S. Measured Media in 2014

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Volkswagen: Beetle Kid Ride 152
Volkswagen: Beetle Kid Ride 152

Volkswagen Group has reached out to holding companies about an impending global media agency review, according to people familiar with the matter.

VW Group, which owns both Audi and Porsche, currently works with WPP's Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.

The upcoming review is likely part of a multi-year routine, according to one industry executive.

The company spent $605 million on U.S. measured media in 2014, according to Kantar Media.

VW Group didn't immediately respond to a request for comment. Mediacom declined to comment.

Volkswagen, which made a huge splash with its "The Force" Super Bowl spot in 2011, sat out of the Super Bowl this year. The automaker had been a regular advertiser in the Super Bowl since 2010.

The German automaker joins a slew of other larger companies evaluating their media agency relationships.

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