Initially, Audi RED’s work will include creating more seamless digital experiences for Audi shoppers—including on apps and websites. Today, a shopper might begin researching a vehicle on a website controlled by the automaker, “and then when you go to the dealer websites, currently, you would start over again,” Abel said. That is not what buyers want—“you want that one-shop experience. And that’s exactly what we need to start creating,” she said.
Marco Tomada, vice president of operations at BIMM, in a statement said, “This new model allows us to accelerate development of experiences seamlessly across the Audi ecosystem” and “will open so many opportunities for the Audi RED team. Compared to a traditional client-agency model, the Audi RED team will get closer to the Audi business, have greater decision-making responsibility, help us maximize our efficiencies, and leverage strengths.”
The joint venture marks the latest agency move by Audi of America, which in May hired Ogilvy as creative agency of record, replacing Venables Bell & Partners.
