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PHD USA | Agency Profile, Contacts, AOR, Client Relationships




Service: media buying & planning

Main Telephone (212) 894-6600
Main Fax (212) 894-4100
Primary Address
220 East 42nd Street
New York , NY 10017
USA

PHD USA Contacts

Contacts (5/129)
Name Title State
Harry K. President - Video Investment NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 894-6600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 220 East 42nd Street

New York , NY
10017
USA

Bill N. Chief Financial Officer NY
Will W. President, Strategy & Planning - PHD Worldwide NY
Nathan B. Chief Executive Officer NY
Robert D. President - PHD New York NY

Client Relationships


Brand Service From To Media Spend
***** **** * *** media buying & planning 2015 present *******
******** ********* *** media buying & planning unknown present *
***** Media Buying, Media Planning unknown present ******
**** Media Buying, Media Planning 2016 present *******
******* digital media buying & planning unknown present *

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WinmoEdge

Campaign Imminent: Volkswagen selects WPP as NA creative AOR, increasing marketing efficiency (Score 69)


I hope you're prepared for another eliminated in mid-September.

We've also learned Omnicom will now handle creative duties in South America and Europe, replacing incumbent DDB, and Cheil will retain the business in China. Omincom's

The review was part of a marketing overhaul focused on efficiency, but VW is no where near done improving their ROI. VW also announced they will "improve its marketing efficiency by about 30% by 2020" and keep its "marketing budget approximately stable at €1.5 billion" (or about $1.48 billion). During this time frame, films and advertisements will increase about fivefold. Digital will grow to almost 50% of their media mix (it was at 25% in 2015), so they can use data & analytics to personalize their offering and communicate directly with the customer.

These marketing changes will focus on four main areas:

  1. Product - VW will focus on the eighth generation Gold and the ID in 2019. They will put a heavier focus on electric vehicles as they are looking for a new production factory to build electric vehicles.
  2. Digital Platforms - VW will create a "new online sales platform for the digital 'We' services such as the digital delivery service 'We Deliver." They will develop a sales platform so customers can purchase and manage on-demand function for connected vehicles.
  3. Brand Platforms - VW will leverage their partnerships with organizations like DFB and UEFA.
  4. Brand Design - VW will "rejuvenate and modernize the presentation of the brand." The update will be presented during the spring.

Keep in mind the new sales platform will also bolster their direct communications. The source states, from 2020 onward, "customers will be managed via a personal customer ID which is to be introduced with the new brand sales system... This will also allow the creation of a holistic, individualized customer experience via all points of contact with Volkswagen. The analysis and utilization of market and consumer data as well as the deployment of highly advanced digital tools and artificial intelligence will play a key role."

All of the aforementioned efforts will now be run out of four main hubs, "powerhouses," based in Berlin, New York, Sao Paulo and Beijing. Each of the hubs will staff 100 to 200 people tasked with creating campaigns with a "cross-function" approach.This approach will make global campaigns possible for the first time.

With global campaigns imminent under the new marketing model, sellers with ROI should reach out to make sure they're top-of-mind for dollars. Afterwards, focus on top spending periods Q2 and Q4. Since VW is increasing the digital portion of their media mix, they're likely trying to appeal more heavily to millennials. They still have a male skew, however.

iSpot reports a YTD national TV spend of $302.7 million on male-focused sports programming (see targeting right). Spend for the same timeframe of 2017 was $301.7 million, full 2017 spend was $301.7 million and spend in 2016 totaled $324 million.

Pathmatics reports a YTD digital display spend of $1.7 million, a decrease from the $6.6 million spent in the same timeframe of 2017, a full 2017 spend of $7.2 million and a 2016 spend of $11.5 million. This year ads are placed primarily direct (97%) onto sites like youtube.com, nbcnews.com, ksl.com, cars.com and eonline.com. Last year ads were placed primarily direct (81%) onto sites like espn.com, youtube.com, amazon.com, kbb.com adn eonline.com.

From H1 2017 to H1 2018, search decreased from $3.4 million to $1 million, out-of-home decreased from $1.4 million to $197,022, print decreased from $9.1 million to $644,176 and radio decreased from $54,027 to $0. From 2016 to 2017, search increased from $4.3 million to $5.1 million, out-of-home decreased from $2.2 million to $2 million, print decreased from $35.3 million to $18.1 million and radio decreased from $1.9 million to $54,027.

Agency & martech readers -- we put VW on the 13th certified digital media provider earlier this year, so they're opening to expanding the program at least.