Audi of America taps incumbent PMK-BNC for AOR role

HERNDON, VA: Audi of America has selected PMK-BNC, its incumbent agency for the last four years, as its US AOR following a competitive review.

HERNDON, VA: Audi of America has selected PMK-BNC, its incumbent agency for the last four years, as its US AOR following a competitive review.

The agency will focus on strategic planning with “a big focus on content generation,” said Andrew Lipman, communications manager for Audi of America.

“They will continue to support us and partner with us on our traditional PR efforts, but be very integrated in the core team,” he said.

The firm will also play a key role in the brand's Super Bowl events, added Lipman. For Audi's 2010 Super Bowl initiative, PMK-BNC reached out to influential journalists at events like the Detroit Auto Show, and the agency also hosted an Audi A3 TDI event where sports journalists and athletes could drive the car to Miami for the game.

A team of 15 to 25 staffers in the agency's Los Angeles and New York offices will work on the account, said Joseph Assad, COO and GM of PMK-BNC New York. The firm will expand its services for the carmaker, he said.

“The scope has evolved,” Assad explained. “The world that we're living in is quickly changing, so we're keeping in step with that with Audi. Being such a progressive brand, we're trying to stay in the leadership position with that and everything we do in the communications space.”

Audi picked BNC in November 2007 as its communications partner, along with SS&K, after a review involving four agencies. At the time, BNC was hired to handle lifestyle, auto, and business communications, while SS&K focused on strategic planning, crisis communications, and issues management.

PMK-BNC manages traditional PR and media outreach for Audi, but Assad noted that “there's a lot of collaboration” among the company's agencies and divisions, including marketing and social media.

Audi of America also works with Venables, Bell & Partners for advertising, M80 on social media, and AKQA on digital, explained Lipman.

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