Big name UK creative agencies turn down Audi

Are the peasants revolting? Campaign reports that Leo Burnett, Lucky Generals and Ogilvy have declined invitations to pitch for Audi – which should be a much-prized account – in what’s said to be a procurement-led pitch.

Audi is being defended by BBH (now owned by Publicis as is Leo Burnett) and has been the agency’s foundation account almost since day one. Along the way BBH has produced many admired ads for its over-arching Vorsprung durch Technik campaign, the best in the car market since BMW chose to dispense with The Ultimate Driving Machine from WCRS.

Audi is owned by VW and VW has concluded similar reviews for its global creative and media businesses, sticking with DDB in Europe but at a much lower fee. In the US it has hired an unproven WPP construct. All car companies are suffering from falling sales.

We don’t know if money is the whole reason for these agencies’ reluctance to pitch, maybe part of them thinks this is bloody ridiculous: what’s the point of doing excellent work for years when a new CMO comes in and tears it up?

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