72 and Sunny Amsterdam wins global creative account for Audi

72 and Sunny Amsterdam has won the global pitch for Audi’s creative account, with support to be provided by its global network including the Sydney office.

The agency has already confirmed it will be releasing a new campaign at the start of 2020, which will reinforce Audi’s new brand strategy to refocus the meaning of the ‘Vorsprung durch technik’ (‘Progress through technology’) slogan away from technological possibilities, towards customer desires.

Sven Schuwirth, head of brand Audi, digital business and customer experience, said that 72 and Sunny will recharge the brand’s advertising.

“Vorsprung is globally becoming more and more a question of perspective, of an inner attitude,” Schuwirth said.

“That’s why we’re breaking new ground also in marketing, to recharge the Audi brand emotionally. Since its inception, we have been driving this project forward in an agile network with colleagues from all over the world. 72 and Sunny is the ideal agency for us to make these goals tangible in a major brand campaign.”

Carlo Cavallone, executive creative director and partner at 72 and Sunny Amsterdam, said the agency was honoured and thrilled by the appointment.

“We’re honoured and thrilled that the first car brand we’re partnering with in Amsterdam is one of the world’s most innovative, creative and exciting. We’re thrilled to be working with them on their next chapter – it’s a big challenge and we’re all up for it,” Cavallone said.

Shaun Cleary, corporate communications manager at Audi Australia, told Mumbrella that it would continue to work with its current partners.

“This global announcement has no impact on our day-to-day local marketing operations as we continue working with our current partners. However, we look forward to a local interpretation of this global campaign in the future,” Cleary said.

“Audi is about to embark on an unprecedented phase of new product launches and we have lots of stories to tell. We look forward to reaching Australian consumers in an exciting and impactful way to bring them with us on this journey.”

Mumbrella has reached out to 72 and Sunny Sydney for further comment on the agency’s remit.

Locally, Audi Australia promoted Nikki Warburton to chief customer and marketing officer in August, expanding her remit to also cover product planning, customer experience and digital innovation.

Audi Australia hired Herd MSL to support the brand’s corporate communications team back in June.


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