Ogilvy picked up as Audi’s new creative agency of record
After the eight month review of Audi to choose a new U.S creative agency of record, Ogilvy has topped the list. The brand invited the agencies which were participating and held numerous meetings with them for their pitch in the last two months of 2021. Audi delivered useful feedback and was responsive. Among the agencies which were invited to share pitch, one was Venables, Bell & Partners, who refused to pitch. Chairman and founder of the agency, Paul Venables said “Some times demand you to state clearly which is not the right fit”.
According to sources, the brief which was given, centred around sustaining and expanding the prestige of Audi in the perception of the car owners in America. Others also stated that it was in line with majority of the briefs in the automobile industry. Ogilvy which works with the brand in Germany, China, South Africa, has the responsibility of expanding the global brand campaign of Audi, ‘Future is an Attitude’.
Tara Rush, chief marketing officer, said “We are changing and amending Audi’s perception in the US. We are thinking of bringing to life an ingenious, determined and electric future.
In the last 18 months, Ogilvy has put a lot of money into creative. Chris Beresford-Hill was named president of advertising for North America, and Devika Bulchandani was named North America CEO and worldwide president in November 2020, and Liz Taylor was named global chief creative in May 2021. All three were involved in Ogilvy's pitch for the account, which will be handled by teams in New York and DC.
Bulchandani described Audi as a staff "interested about the ways Audi may touch the world and is devoted to constructing a brand from the inside out that is relevant, human, and inclusive.According to COMvergence, Audi spent $110 million on measured media in the United States, $44 million of which was spent on digital.