Bartle Bogle Hegarty hires Binns to head Audi account

Bartle Bogle Hegarty has appointed Simon Binns to handle its through-the-line Audi account.

Bartle Bogle Hegarty has appointed Simon Binns to handle its through-the-line Audi account.

Binns joins from Banks Hoggins O’Shea/FCB, after spending only three weeks with the agency. He moved with the Chrysler account to Banks Hoggins from Delaney Fletcher Bozell, where he was the client services director, following the merger of FCB with Bozell Worldwide in September.

The Audi account has been run by Richard Exon for about three years. Exon is also the joint head of account management and it was felt that the car-maker needed a dedicated head.

Steve Kershaw, managing director of BBH Unlimited, said: "Audi has become so large that it requires someone dedicated to run the business."

Binns will oversee a redefining of the Audi brand over the next few months. He said: ’We need to overhaul the communications and give the brand a new direction.’ He added that instead of focusing on what Audi isn’t, as has been the case in recent advertising, the new strategy will define what the brand is about.

Binns joined Delaney Fletcher as a board account director in 1998. He worked on the Chrysler, Hilton and Hoverspeed accounts and was promoted to client services director in July this year.

Before joining Delaney Fletcher, Binns was with Ogilvy & Mather for seven years. He joined as a graduate trainee and worked on accounts including Bupa and SmithKline Beecham until he became European brand director on the agency’s Ford business.

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