Audi Picks Ogilvy as Its New Creative Agency of Record

Ogilvy has come out on top of Audi's eight-month review to pick a new U.S. creative agency of record. Sources familiar with the review told Adweek that Badger Agency, Publicis' Rauxa and Fallon (pitching together), Havas New York and DDB were cut before a final round featured Droga5 and Ogilvy. Two sources familiar with the pitch told Adweek that the brand held multiple meetings with participating agencies in the final two months of 2021, inviting the agencies to pitch in its Herndon, Va. office. Two sources said they were happy with how Audi handled the first rounds, stating the brand was responsive and gave constructive feedback. Following those opening rounds, three sources familiar with the review were told the final round would feature "significant" discussions around financials. Venables, Bell & Partners was invited to participate, but declined to pitch. During an industry panel last year, Paul Venables, founder and chairman of the agency, said, “Sometimes you have to look somebody in the eye and tell them we don’t think this is the right fit." Sources described the brief as wanting to maintain and increase Audi's prestige within the eyes of American car owners, while another noted it was consistent with most briefs in the automobile industry: electric vehicles are top of mind. Adweek reached out to each of the agencies that participated in the pitch. All, except Ogilvy, declined to comment on the outcome. Sources familiar with the review told Adweek that Audi of America did not hire a search consultant to run the review. Reshaping the perception of Audi Ogilvy, which already works with the brand in South Africa, China and Germany, is tasked with furthering Audi's global brand campaign, "Future is an Attitude." "We are transforming and reshaping the perception of Audi in the U.S.” said Tara Rush, chief marketing officer, Audi of America, together with Ogilvy, "We will bring to life an innovative, purposeful and electric future." Audi named Rush CMO in 2020, and Rush kicked off this review about 11 months into her tenure. Ogilvy has heavily invested in creativity over the past 18 months. The agency added Chris Beresford-Hill as the president of advertising for North America, as well as Devika Bulchandani, who joined Ogilvy in November 2020 as North America CEO and global president and Liz Taylor, who joined the agency in May of 2021 as the global chief creative. All three played a role in the pitch for Ogilvy, which will have teams in New York and DC working on the account. “Audi’s ambition to use the power of creativity to not only move their brand forward but move the automotive industry forward is inspiring," Bulchandani said, describing Audi as a team, "curious about the ways Audi can impact the world and is committed to building a brand from the inside out that is meaningful, human, and inclusive.” Audi spent $110 million on measured media in the U.S. according to COMvergence, with $44 million of that coming on digital spend. Exclusive: Ogilvy Poaches McCann’s Devika Bulchandani as North America CEO