FAW Audi concludes creative pitch in China

FAW Audi has split its creative business between Dentsu Creative and Saatchi & Saatchi in China following a competitive pitch, MARKETING-INTERACTIVE understands. 

Dentsu Creative is understood to join the incumbent agency Saatchi & Saatchi to handle the creative account for the brand. 

MARKETING-INTERACTIVE has reached out to FAW Audi for a statement. 

Don't miss: Audi China and M&C Saatchi accused of plagiarism in ad campaign

Back in 2022, Audi and London-based advertising agency M&C Saatchi apologised after one of its video ads was accused of content plagiarism.

The situation arose after a well-known Douyin blogger named “Beida Mange” accused the brand of citing his poem without consent.

Mange said the poem was written by him and called for the brand to ask permission from the original author when citing their work. He also condemned the brand of failing to properly communicate with him before using his poem for the ad. Mange currently has 400 million followers on his Douyin platform.

Since the accusation, Audi confirmed the removal of the video ad from all online channels and apologised for causing trouble to Lau, Mange and other related parties.

The statement from Audi also stated the campaign idea was raised and led by M&C Saatchi, but the brand will deal with the copyright infringement issues in due course. The statement added that Audi respects original work and intellectual property rights, the brand also promised to deliver more creativity to their future marketing campaigns.

While in Singapore, the brand has been working with DDB Group Singapore to manage its creative duties since 2022. 

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