Audi Seeks Direct Shop

DETROIT — Audi of America is conducting a review for a direct marketing project tied to the re-launch of its A8 flagship sedan this fall, according to client officials.

The Auburn Hills, Mich., automaker has made the first cut in the bid process, said Audi representative Jennifer Cortez. She decined to reveal the budget for the project or name the participants in the review.

Audi lead agency McKinney + Silver, a unit of Havas, will not lose any work owing to the direct-marketing project, she said. The Raleigh, N.C., agency handles creative, media planning and print media buying for the automaker, which spent about $90 million on measured media advertising in 2001, according to CMR. Havas’ Medi a Planning Group handles broadcast media buying. McKinney is not participating in the direct-marketing review, an agency official said.

Audi has worked in the past on direct projects with KBA Marketing in Chicago, a unit of DraftWorldwide which is owned by the Interpublic Group of Cos.