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PHD and Volkswagen create Singapore data unit to pore through ‘explosion’ of data

Singapore will be one of four hub markets to see the launch of a new technology platform from PHD and Volkswagen that will pore through the “explosion” of data being generated by potential car buyers.

A specialist unit called Engine will roll out in the last quarter of the year with bases in Singapore, London, New York and Miami.

The units will build teams comprising technical experts from Omnicom agencies PHD, Annalect and Adylic to support technical operations, audience building, creative and performance reporting.

Engine will be managed by PHD with the aim of delivering relevant content to consumers as they research online. The four regional hubs will support local Volkswagen and PHD programmatic optimisation teams and manage their own campaigns.

Oliver Maletz: Explosion of data is creating unparalleled opportunities

“In today’s automotive path to purchase, the “sale” is done online while the “deal” is finalized in the dealership,” said VW Brand global head of communications and media Oliver Maletz.

“Consumers are researching automotive purchases online and thereby creating an explosion of data which gives us an unparalleled opportunity to offer them more relevant and engaging content to address their specific questions and needs during each stage of their purchase journey.”

“The support Engine will provide gives our local teams the expertise to maximize the effectiveness and efficiency of paid data led marketing communications across online video, display, search and social.  It essentially allows us to rapidly globally scale the results we have achieved in a few markets.”

Leader for Volkswagen at PHD, Paul Hawkey, said it was an “exciting step forward for both PHD and Volkswagen”.

“By creating these unique, hub-based teams with technical expertise, data analytics and creative, local PHD and Volkswagen can fully leverage the programmatic media and technology landscape to drive improved results for our client,” he said.

PHD claimed test cases in Europe have increased effectiveness and efficiency of up to 300%.

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