[Madrid] Volkswagen Audi will hear pitches in mid-November for the $83 million media-buying account in Spain for Volkswagen, Audi, Seat and Skoda car brands. Pedro Merino, managing director at incumbent Initiative Media, said Interpublic's Initiative will not compete in the pitch, which includes Havas' Media Planning Group, Grey's Mediacom, and Starcom
and Zenith Media
, both part of Publicis.
Agency executives said Mediacom is the likely winner because the media specialist handles Volkswagen media in other European markets and has been fighting to win more VW business.
Separately, VW's Seat is expected to move its pan-European account to Grey's Grey Worldwide from Bates due to conflicts with Ford Motor Co. at Bates' parent WPP Group.