Audi invites roster to pitch for A8 task

Audi is asking its roster of agencies to pitch for the task of launching the next model of its A8 across Europe.

Agencies working for Audi across Europe, including Bartle Bogle Hegarty in the UK and Saatchi & Saatchi in Germany, are expected to pitch for the autumn launch.

The review is in accordance with Audi's normal strategy of asking roster agencies to pitch for each pan-European assignment.

BBH handles the entire £20 million UK Audi ad account across models including the A4, A6 and Quattro range. The A8 launch is expected to be backed by a major adspend that will initially run through one agency across Europe.

The review process is likely to be run from Audi's headquarters in Germany.

Audi is hoping that the launch will succeed in the face of competition from its rivals, Mercedes and BMW.

BBH's most recent television work for Audi was a £4 million campaign focusing on its Audi TT. The ads used the line "Designed under the influence of Jimi Hendrix and included a four-minute long interactive spot that ran on Sky Digital. The spot features designers working to the sound of the Hendrix hit Third Stone from the Sun.

The Audi A8 model was first launched in 1994. The company has focused on the development of areas such as design and new electronics systems for the new model.

The Hendrix-influenced spot is the latest example of BBH creating work that uses alternative copylines to the famous "vorsprung durch technik" phrase. Others have included "Audi. Think about design for its A6 model.

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