Volvo Awards Global Media Mandate to IPG's Initiative, Ending 25-Year Mindshare Tie

Volvo has ended its nearly 25-year-long association with WPP’s Mindshare, selecting Initiative, a part of IPG Mediabrands, as its new global media partner (excluding China).

As per media reports, Volvo’s annual media spend is estimated at approximately $500 million, according to COMvergence. Eileen Kiernan, Global CEO of IPG Mediabrands, shared her excitement on LinkedIn, stating, “Excited to welcome Volvo to our family.”

The collaboration spans key regions, including the U.S., U.K., Germany, Sweden, Japan, Australia, and Korea, and will officially commence in 2025 after a transition phase.