IPG's Initiative Wins Volvo’s $500 Million Media Account

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IPG's Initiative Wins Volvo’s $500 Million Media Account

WPP’s Mindshare was the 25-year incumbent.

Headshot of Alison Weissbrot
By Alison Weissbrot

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Volvo is shaking up its media agency roster for the first time in 25 years.

IPG Mediabrands’ Initiative has won Volvo’s global media review, ADWEEK has learned.

The account spans all regions outside of China, with key markets including the U.S., U.K., Germany, Sweden, Japan, Australia, Korea. Work will begin in 2025 after a brief transition period, according to sources, Volvo confirmed.

“We regularly evaluate our agency model and operations to ensure we are equipped with the right technologies, agility, and efficiency,” a Volvo spokesperson said. “We have appointed Initiative, powered by IPG, to lead our media strategy, planning and buying, in all regions with the exception of China.

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Headshot of Alison Weissbrot

Alison Weissbrot

Alison Weissbrot is executive editor at ADWEEK, overseeing agency, brand and creative news coverage. She was previously editor in chief of Campaign US and spent nearly five years at AdExchanger covering agencies and convergent TV. She is based in New York.

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