Audi puts UK ad account under review as procurement takes the lead

Audi is one of BBH London's founding clients

Audi’s UK creative business is up for grabs.

The procurement team within Audi made the decision to review the account earlier this year. The brand has worked with BBH London since 1982, having been one of the agencies' founding clients.

After almost 40 years of handling the brief, BBH is understood to be repitching.

The Audi division has been under scrutiny from Volkswagen bosses, with new chief executive Bram Schot recently revealing his intention to overhaul the Audi brand as part of a wider efficiency drive in the group.

Marketing and digital director for Audi UK, Benjamin Braun, also recently departed the business for Samsung.

During his tenure, BBH produced ads like 'Clowns' which saw a gang speed down hills in reverse to showcase the automaker's various technologies and the action-packed martial arts spot 'Escape'.

Since Braun's exit, Anna Russell – who heads up Audi’s national brand and retail marketing business – has been leading the team. She recently launched a new campaign with BBH which saw a fleet of vehicles take to a swimming pool to demonstrate their performance capabilities.

BBH has also been working on a new digital brand experience for Audi, in partnership with IBM, after landing the brief following a competitive tender in February. The brief includes transforming all of its digital touchpoints, including the website.

The Drum was awaiting comment from Audi on the review at the time of writing.

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