PHD USA | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(212) 894-6600|
|Main Fax||(212) 894-4100|
PHD USA Contacts
|Harry K.||President - Video Investment||NY|
Sample of Associated Brands
|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|
|***** **** * ***||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||*|
Who is the President - Video Investment of PHD USA?
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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.
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:
- 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.
- 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.
- Brand Platforms - VW will leverage their partnerships with organizations like DFB and UEFA.
- 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.