Audi nears AOR selection

AUBURN HILLS, MI: Audi of America is close to selecting an AOR, PRWeek has learned.

AUBURN HILLS, MI: Audi of America is close to selecting an AOR, PRWeek has learned.

According to the RFP, Audi is looking for a firm with a "proven track record of garnering positive media impressions, [and] putting on impactful media events."

The finalists are BNC (Bragman Nyman Cafarelli), Shepardson Stern & Kaminsky, and 5W PR, said sources. There is no incumbent AOR. Audi confirmed the search, but wouldn't comment further.

The RFP notes that Audi will require the chosen firm to develop "creative and strategic programs that spotlight emotional or human interest angles," serve as strategic counsel, act as an extension of Audi's PR staff, sustain media relationships, and help position it as a tier-one luxury carmaker. Audi's internal communications unit has eight staffers.

The RFP states that as part of the review process, firms would be expected to create a PR plan that would enhance coverage of the Audi Q7 crossover SUV, and its chauffeur service in LA, Miami, and New York, while building brand awareness among stars, VIPs, and influencers.

In October 2006, BNC handled the opening of the Audi Forum in New York and the R8's debut.

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