PHD China Secures Continued SAIC Volkswagen Media Business

SAIC Volkswagen has chosen to continue its partnership with Omnicom Media Group agency PHD China for its media business after a month-long public tender. The tender attracted interest from both local and international agencies competing for the account, which encompasses the Volkswagen and Audi brands. PHD, serving as the media Agency of Record (AOR) for SAIC Volkswagen in China since 2020, will persist in delivering media consultancy and planning services. These services include media strategy development, market insights, data analysis, and media buying.

“The decision affirms the successful partnership that PHD and SAIC Volkswagen have built over the past three years, as we have worked together to drive brand growth in an increasingly complex media landscape and consumer marketplace, As SAIC Volkswagen continues to move full throttle into the electric vehicle race, PHD will continue to provide the data-driven insights and innovative solutions that turn marketing complexity into business opportunity.” says PHD China CEO Joey Zhao.

Claudine Kwek, CEO of OMG China, added, “We are honoured by SAIC Volkswagen’s continued trust in us, and PHD’s challenger mindset and focus on innovation, creativity, and collaboration lends itself to our client’s business ambitions in a dynamic market like China.

As we look to drive a more integrated and seamless offering for SAIC Volkswagen, OMG’s Agency as a Platform model, which brings together the various teams across the network’s ecosystem of talent, technology, and capabilities, will be a main force behind this streamlined capability.”

In 2023, PHD’s work on behalf of SAIC Volkswagen Škoda and SAIC Audi brands was honoured by many of China’s leading awards bodies, including Effie Greater China, the ROI Awards, SMARTIES China, and Media360, demonstrating PHD’s capabilities in multi-channel marketing, IP and event collaboration, performance marketing, and data-driven solutions, the agency said.

The SAIC Volkswagen decision marks the latest in streak of wins for PHD China, including Grupo Bimbo and China UnionPay. Most recently, PHD China was part of the global team that successfully defended the HP business, extending the agency’s 15-year relationship with the brand.