F8 drives home with Audi creative business

Premium Automobiles recently handed its entire above the line creative business for Audi to Formul8 (F8) without a pitch following the client's satisfaction with the work the agency did on a brand campaign for the A4 in mid-2005. The A4 brief was won by F8 after a competitive pitch involving three other agencies (as reported in Marketing's June 2005 edition).

"F8's ability to capture the essence of the Audi brand together with its creative concepts made the agency stand out, and it helped that Managing Director Fiona (Bartholomeusz) is herself a car aficionado," said Sharon Tng, Marketing & PR Manager at Premium Automobiles. "The agency's previous work on Audi also helped us regain our voice above the clutter -- as a discerning brand for drivers with a distinctive personality."

The agency launched its first work for Audi in mid-January after attaining AOR status, and will be involved in all local branding and tactical campaign work henceforth. The regional portion of the marque's business is handled by Bates Asia.