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PHD Manchester retains Bentley as Volkswagen awards £2bn account


PHD Manchester has retained the media planning and buying account for Crewe-based luxury car manufacturer Bentley.

The confirmation comes as Volkswagen, Bentley’s owner, awarded its £2bn media account to the wider PHD agency.

Bentley is headquartered in Crewe Bentley is headquartered in Crewe

The business moves from WPP’s Mediacom, which has held it for nearly two decades.

PHD already handled VW’s luxury marques Bentley and Porsche but will now also take on its other brands, including Audi, Skoda, Seat and of course Volkswagen.

A statement from Volkswagen said the media account would be making use of “new digitalization possibilities and new ways of targeting specific groups” in media planning.

“Following a review of the overall budget and an intensive pitch over a period of eight months, a new contract has been awarded for the global media budget of the Volkswagen Group,” it said.

“The media holding of the Omnicom Group stood out against the competition and convinced all the Group brands involved by providing trends-setting impetus in media management and a broad-based, strategically sound service range.”

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