Audi SG calls creative pitch, 'amicably' parts with BBDO after a year

Audi is calling for a creative pitch, after parting ways with BBDO in the Singapore market.

In a statement to MARKETING-INTERACTIVE, Rudi Venter, head of marketing at Audi shared that the company “has amicably concluded its partnership with BBDO Singapore as of 31 May 2022” after an internal review. He added that in the interim, BBDO Singapore will continue to provide the necessary support for all creative duties until a new agency is appointed within the third quarter of 2022.  

BBDO Singapore was initially appointed in June last year for three years to handle creative duties for ATL and social media communication, officially starting on 1 July. This followed a two-round pitch, and the agency was tasked to support the brand’s future plans, while at the same time driving increased love and desirability of the Audi brand in Singapore across all its marketing channels. Prior to BBDO, Audi Singapore worked with Publicis since 2013.

Meanwhile, Venter also confirmed that several agencies have already been shortlisted and the firm is currently in the process of engaging with them. He added that the pitch is to secure an agency on record partner with main responsibility for social media, content and being always-on. However, due to NDAs, Audi is unable to share more information on who the agencies are.

BBDO Singapore has also had a fair bit of shuffles in its leadership team in recent times. Most recently, Monica Hynds stepped down from the role of managing director to join Hogarth. It was under her leadership that BBDO Singapore bagged the Audi account in June last year. Most notably, the agency saw long term veteran and leader Jean-Paul Burge stepping down from his role as chairman and CEO of BBDO Asia in March, after 18 years with the agency to relocate to Europe with his family.

Meanwhile, to build up its Singapore office BBDO also appointed industry veteran Melvin Kuek as CEO. Kuek is no stranger to the advertising industry and was formerly deputy CEO, VP - DDB Asia at DDB Group Singapore. Prior to DDB Group Singapore, Kuek was with Y&R, before it merged with VML. He has also previously worked in agencies such as The Gate Worldwide, TBWA, and Batey Ads. 

BBDO Singapore also recently promoted Tay Guan Hin to creative chairman to lead the agency and further expand and grow its creativity. He was formerly chief creative officer at the agency.

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