AUBURN HILLS, MI: Audi has chosen BNC (Bragman Nyman Cafarelli) and SS&K (Shepardson Stern & Kaminsky) as its agency partners after a competitive review involving four firms.
Audi originally set out to find a single AOR, which would have been its first. But Jeff Kuhlman, chief communications officer at Audi, said he felt each had significant strengths to help Audi continue to raise brand awareness.
Despite a nearly 10% spike in YTD US sales, Kuhlman said consumers still tend to overlook Audi when compiling a shopping list.
Kuhlman said BNC would serve as its general firm, handling lifestyle, auto, and business communications. SS&K would focus on strategic planning, crisis communications, and issues management.
Despite the fact that the agencies will have separate focuses, Kuhlman said he has informed them there will "be times when we're all going to have to work together, and they were very open to that."
The firms will start work almost immediately, he added. The deals are for three years each. Financial terms were not disclosed.