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BBH loses Audi social media to We Are Social

Audi has moved its social media account from main UK agency BBH to specialist We Are Social.

Audi UK head of marketing Nick Ratcliffe says: “The passion and expertise of We Are Social will enable us to further develop our marketing approach in the age of social media. We Are Social impressed us with its thinking and creativity. It’s an exciting agency that’s a great fit for us both culturally and strategically.’

“We’re building on a strong base thanks to BBH’s work for us in the social media sector. BBH remains the key strategic communications partner to Audi in the UK, as well as one of Audi AG’s ‘go-to’ agencies for global briefs.

“Our strategic and operational partnership, stretching back over 30 years, continues to blossom – a fact evident in BBH’s impressive creative work on the recently launched Audi RS 3 campaign.”

Which is no doubt reassuring for BBH but it must be a touch alarmed at losing what seems to be a growing part of its Audi business. Another of its signature accounts, British Airways, is on the hunt for a CRM agency to ‘manage analytics’ even though BBH has set up a unit to handle this. It’s also emerged that Tesco has appointed Sapient Nitro to handle Tesco Mobile although Tesco Mobile has always gone its own way, latterly using Tag.

Jim Coleman, managing director of We Are Social MD Jim Coleman says: “Audi is a brand with big aspirations for evolving its approach to marketing. It understands the importance of reaching out and connecting with an audience that has increasingly digital behaviours. We’re looking forward to building on the team’s work to date by putting social thinking at the heart of our work with Audi, through standalone creative campaigns in social and digital, as well as helping to shape its wider creative content.”

Not sure that BBH will entirely welcome the latter contribution.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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