Volvo formerly worked with Mindshare.
Volvo Cars has awarded its global media business to Interpublic Group of Cos.’ Initiative following a competitive review handled by MediaSense.
The IPG Mediabrands agency will manage media strategy, planning and buying in all regions, with the exception of China.
“We regularly evaluate our agency model and operations to ensure we are equipped with the right technologies, agility and efficiency,” a Volvo spokesperson said in a statement.
IPG Mediabrands referred calls to comment to the client. WPP’s Mindshare, the incumbent on the account, declined to comment.
Earlier this month, Omnicom announced plans to buy IPG, which would create the world’s largest agency group. Omnicom works with a spate of automotive brands, including Mercedes-Benz and Nissan, the former of which is handled by a bespoke agency called Team X.
Read more: Potential Omnicom-IPG client conflicts
IPG’s Volvo win was first reported by Adweek.
