Volkswagen, Wolfsburg, Germany, in a major European media buying shift, is expected to move its entire $280 million media buying business for Germany to Duesseldorf-based MediaCom
, the media specialist arm of Grey Advertising, from Carat
in January. Carat currently has the European VW media buying business and pitched against MediaCom and Initiative Media, the international media buying unit of Interpublic network Ammirati Puris Lintas, for the German account. MediaCom is likely to win all of Volkswagen's European media business from Carat, but VW was said to be waiting until managers in all countries have decided before making a formal announcement.
Copyright November 1998, Crain Communications Inc.