DDB's RAPP on alert as Audi test drives agency market

By Rachael Micallef and Sarah Homewood | 1 May 2015

Car brand Audi, part of the Volkswagen Group, is reviewing its creative agency arrangements and testing the market, AdNews understands.

The car brand confirmed it has not started a creative agency pitch, but was “testing the market to ensure Audi is working with the best agency possible”.

Audi said it was currently not in a position to confirm any outcomes of any review.

Incumbent RAPP last had to pitch for the account in October 2013, however the agency managed to retain the business, holding off 303Lowe and Host to do so.

Audi also works with MediaCom for media and with Holler for its digital work. AdNews understand neither of those accounts are part of the market test.

Volkswagen recently underwent a lengthy pitch process for its VW passenger vehicles, Volkswagen commercial vehicle and its Skoda brand, which saw incumbent agency DDB retained.

Globally, VW's account is held by DDB in a long-running relationship which has spanned nearly 60 years.

DDB declined to comment on the Audi account.

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