Last week, VW announced a major marketing change, consolidating what had been 40 ad agencies globally to just three: The Britain-based multinational WPP in North America, Cheil (the incumbent) in China, and Omnicom Group for Europe and South America. The marketing budget will stay the same at $1.7 billion, but the company wants to see its marketing spend become 30 percent more efficient by 2020. Digital ads will become nearly 50 percent of the mix by that time (up from 25 percent now).
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