HERNDON, VA: Audi of America has selected PMK-BNC, its incumbent agency since November 2007, as its US AOR following a competitive review.
The automaker issued the comprehensive, competitive, and mandatory review because its three-year contract with PMK-BNC had ended, Bradley Stertz, Audi of America’s director of government affairs, told PRWeek in an interview last September.
PMK-BNC was selected from several firms for its "award-winning strategy and brand-building work across product, corporate, and lifestyle," according to an Audi statement.
The agency will represent Audi as AOR across all media relations and communications verticals. In particular, the scope of work on the account includes supporting the company’s corporate, technology, product, entertainment, and lifestyle communications, Stertz said in an earlier interview.
Staffers in PMK-BNC's New York City and Los Angeles offices will work on the account.
In November 2011, PMK-BNC competed for and retained its work for Audi of America. The automaker initially retained PMK-BNC in 2006 to launch the first Audi Forum in New York City. The following year, Audi appointed the agency as communications AOR to "solidify its push into the competitive luxury market" with the launch of the first generation Audi R8 supercar, and to introduce the brand to the influential Hollywood community.
The partnership has since expanded to include automotive and corporate communications, technology and innovation, content creation, and influencer programming.
Audi parent Volkswagen is under fire for avoiding US emissions regulations. Volkswagen CEO Martin Winterkorn stepped down from his role in September after apologizing for the automaker’s reported use of technology in its diesel cars that enabled them to cheat US emissions regulations.
That same month, Volkswagen said the number of diesel cars that include the technology and need to be recalled include 500,000 in the US and 11 million worldwide. The number of cars in the US has since grown to include about 100,000 Audi and Porsche cars with diesel engines.