Volkswagen Group has appointed Gen Outdoor to its £20m outdoor planning and buying account. The account was previously handled by MediaCom through Kinetic.
It is not clear if there was a formal pitch for the business or if the incumbent agencies were involved.
The company uses a variety of outdoor media to support its marques. In September, it launched what it claims was the largest digital outdoor campaign in the UK to promote the road handling system in the Audi Quattro. It ran across digital panels on the London Underground and giant screens in Liverpool. The campaign, which also included TV, was created by roster agency Bartle Bogle Hegarty.
The move comes at an uncertain time for the car company. In late October, Porsche increased its stake in Volkswagen by over 40%, to form an alliance that can take on the competition.