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Volkswagen Group has launched a global creative agency review for its namesake brand as executives at the German auto giant look to centralize marketing control and improve VW's image in wake of the 2015 emissions scandal.

The review, which is expected to be held at the holding company level, could threaten Interpublic Group's hold on the brand in the U.S., where Deutsch Los Angeles has held the account since 2009. IPG will likely be battling with Omnicom, whose DDB is the longtime VW agency in major portions of Europe. Omnicom's BBDO also has VW in some global markets, including Brazil.

Global VW Chief Marketing Officer Jochen Sengpiehl outlined his vision for a more centralized agency model organized around regional hubs at a press briefing today in Berlin, according to the German magazine Horizont.

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