Batey finally takes home Audi

Singapore - After much deliberation, Audi Singapore has officially appointed Batey as AOR, selecting the agency over Y&R in the final shortlist which was made over five months ago.

PR manager for Audi Asia Pacific, Pauline Cheah explained that the advertising partnership is a very important relationship for the company, and the long selection process would "ensure due diligence" had been done.

According to statements made by Audi Singapore, criteria for selection included strategic thinking, creative output, agency credentials, and the ability to work with the Audi team as an extended marketing arm, and the potential marketing effectiveness of the proposal affected the scores and the decision.

"While creatives scored high on the agenda, the creative marketing and marcom solutions the agency proposed were also an important consideration. Audi's 2015 goal is to be the most successful premium brand. As a strategic market for Audi, Singapore must be aligned to this objective. The search was for a marketing partner that can work alongside us to achieve this," Reinhold Carl, MD for Audi Singapore said.

In the last few months Batey has worked on several projects for Audi Singapore. As reported by Marketing, five agencies including Batey, Y&R, BBH, Draft FCB and Ogilvy & Mather were selected for the pitch process in March, narrowing the shortlist to Batey and Y&R in May.