PARIS - Volkswagen France has moved its estimated $115 million French media buying account to MediaCom, the media division of Grey Global Group. The account had been with Carat.
Volkswagen says the move does not reflect poorly on Carat's seven-year handling of the account, but rather on a desire to consolidate its account in the largest European markets.
MediaCom, which already handles Volkswagen's media planning in Germany and the U.K., is expected to take over media buying for the Audi, Volkswagen, Seat and Skoda brands.
The agency could also take over similar accounts currently held by Carat in other top European markets, including Italy and Spain.
For MediaCom's Paris office, the Volkswagen France decision marks its first move into auto advertising.
Carat's Paris office still controls space buying for the Fiat and BMW accounts, and is said to have the inside track with its pan-European proposal for the Renault business.