Audi has called for a creative pitch for the Singapore market. In a statement to MARKETING-INTERACTIVE, a spokesperson confirmed the pitch stating that it comes as the terms of the current contract are due to expire.
He added that the incumbent Publicis Singapore, has been invited back. Publicis has been working with the Audi team since 2013. MARKETING-INTERACTIVE understands that the contract is for a period of three years and is expected to commence from July 2021.
Globally, last year Audi launched a global campaign to redefine “Vorsprung”, while putting people with their values and needs at the heart of the refined brand strategy. Sustainability, digitalisation and design were said to be the core themes and the brand highlights its transformation towards sustainable and digital premium mobility. The new global brand campaign with the slogan “Future is an Attitude” also displays its re-worked corporate identity will be globally visible for the first time. In the framework of the new brand campaign, the re-worked Audi corporate is guided by the “brand’s progressive premium image” and the reduced, clear style will be evident in a new visual language.
“By refining our brand strategy we give a contemporary definition to ‘Vorsprung’ and make ourselves ready for the future – for a new automotive era and for our customers,” Henrik Wenders, senior vice president Brand Audi said. The purpose, he continues, is to improve people’s lives through technology and to make a contribution to society. Audi’s ambition is to shape the future of premium mobility and to create fascinating experiences.
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