Audi Singapore concludes creative pitch

Audi Singapore has appointed DDB Group Singapore to handle creative duties for three years, effective 1 September, with a handover and induction process to follow. The agency is tasked with bolstering customer loyalty and awareness of the German car brand's product range across all marketing channels, with a specific focus on social media. This follows a four-way pitch called in June after the automotive brand parted ways with BBDO Singapore on 31 May. Ogilvy was also vying for the account.

As Audi always has an always-on approach for social, head of marketing Rudi Venter told MARKETING-INTERACTIVE that work by DDB in that aspect will start immediately. He added that Audi evaluated the shortlisted agencies during a robust pitch process covering all aspects of its business requirements.

"Important for us were their ability to understand and execute the given tasks within a quite restrictive creative framework. At the same time we expected some innovation and different approaches. A key factor for us was also the human element. We were also looking for a connection between us and the agency – this is very important to us," he explained. With electrification underscoring the future of Audi in Singapore, DDB Singapore will also support the communication roll-out of the car manufacturer's road map in the country.

Neel Chhaya, who recently assumed the role of managing partner at DDB Singapore and led the team for the pitch, said it is an honour to be able to work on one of the most leading and desirable car brands in Singapore. "Throughout the process, our goal was to align the brand locally without losing sight of the big picture globally. Above all else, we set out to prove our team's tenacity, commitment, and complete understanding of the brand's DNA," he said.

“The DDB team’s hunger, passion and devotion are testament to our belief that creativity is still the most powerful force in our business. We look forward to getting our engines started with Audi,” Chhaya added.

Prior to the pitch, Audi was working with BBDO in Singapore since July 2021 for ATL and social media communication. Both parties amicably concluded the partnership following an internal review. BBDO, however, continued to provide the necessary creative support until the new appointment.

Meanwhile, Chhaya's promotion to managing partner will see him spearheading the agency's growth plans and offer support to CEO of DDB Group Singapore Jeff Cheong. Chhaya is also in charge of expanding collaboration and synchronising efforts with offices from across the network on global accounts. Also on the leadership front, DDB named Cheong to his current role in January this year, taking over the Singapore operations from David Tang, DDB Asia CEO, who now assumes the role of chairman for the agency group.

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