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The win provides Ogilvy a coveted luxurious automobile account and comes because the WPP-owned company has made notable management hires of late. That features late final yr naming Chris Beresford-Hill, former chief inventive officer of Omnicom’s TBWA/Chiat/Day New York, as its president of advertising for North America. Beresford-Hill stories to Devika Bulchandani, Ogilvy’s North American CEO and global chairwoman of advertising and Global Chief Creative Officer Liz Taylor, each of whom stepped into their posts final yr.
Ogilvy will deal with the account by way of its New York and Washington, D.C workplaces. Audi of America is predicated in Herndon, Virginia.
Venables Bell & Companions dropped out of the overview within the early levels, in accordance with an individual acquainted with the matter.
Paul Venables, founder and chairman of company Venables Bell & Companions, addressed the company’s standing with Audi late final yr throughout a panel at Promoting Week. “Generally it’s important to look any person within the eye and inform them we don’t assume that is the best match,” Venables mentioned. He added that “the pendulum, on this case, has swung to centralization,” which the company doesn’t consider is “the best method for that model on this market right now, and it’s not essentially what we’re good at.”
Audi declined to touch upon the criticism.
Audi, owned by Volkswagen Group, spent $74 million on U.S. measured media in 2021, primarily flat from 2020, however down 30% from $106 million spent in 2019, in accordance with Kantar.
The model, like most automakers, has been affected by provide chain points brought on by semiconductor shortages, COVID lockdowns, and extra not too long ago, the Russia-Ukraine war. Automotive Information not too long ago reported that Audi is pausing production of key models at one of its German factories. The availability scenario has led some automakers to curtail some advert spending, largely affecting regional, sales-event kind advertising and marketing.
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