Audi has finally concluded its very lengthy review and BBH has retained the car brand’s account. BBH will manage the automaker’s creative business. The announcement comes after a final pitch against Engine.
About the Audi Review
The automaker made the announcement for the review in April. The announcement came as a major shock to the industry considering BBH London has handled the automaker’s creative account for four decades. Their partnership has resulted in a catalogue of IPA award-winning work. At the time of the review announcement, it was reported that Audi was hunting efficiencies from its advertising spend. The division had been under scrutiny from parent company Volkswagen’s bosses, with chief executive Bram Schot declaring his intention to overhaul the Audi brand as part of a wider efficiency drive in the group shortly before it commenced.
When the announcement for the review was made, a handful of agencies publicly declared that they would decline to pitch if approached, including Leo Burnett, Lucky Generals and Ogilvy. However, Audi entered final talks with BBH and Engine in July.
BBH as the New Audi’s Creative Agency
As the auto brands creative agency of record, BBH will have to work with Audi’s new global advertising agency, 72andSunny. 72andSunny was hired earlier this month to orchestrate a brand refresh. As part of the brief, the agency will “redefine” the long-running ‘Vorsprung durch Technik’ slogan, which was first created by BBH founder Sir John Hegarty. The global campaign will be led by 72andSunny’s Amsterdam HQ and be revealed in the first quarter of 2020.
PHD continues to manage Audi’s media business. According to data from Winmo, Audi spent almost 60% less on paid media in 2018 (£14.5m) compared to the year prior when spend passed £33m in the UK.
Source: The Drum