Leo Burnett, Lucky Generals and Ogilvy decline to pitch for Audi

Volkswagen-owned car brand kicked off procurement-led pitch this month.

Audi: held chemistry meetings last week
Audi: held chemistry meetings last week

Leo Burnett London, Lucky Generals, Ogilvy, Saatchi & Saatchi London and VMLY&R all declined to take part in Audi’s advertising review.  

Audi put its UK creative account up for pitch earlier this month for the first time in 37 years, putting incumbent Bartle Bogle Hegarty London on alert. The Volkswagen Group marque’s procurement team is leading the statutory review.

Brothers and Sisters, Mother, MullenLowe London and VCCP are among the agencies that held chemistry meetings with Audi last week. BBH is repitching for the business.

One of BBH’s founding clients, Audi started working with the then independent shop in 1982. The partnership has resulted in numerous awards.

Last year, "Clowns" won a gold Film Lion at Cannes in June and BBH won the Grand Prix at the IPA Effectiveness Awards in October for delivering Audi UK’s highest-ever return on marketing investment.

VW Group reviewed both its eponymous brand and Skoda last year. 

In November 2018, VW handed WPP its North American creative account and reappointed Cheil in China and Omnicom in much of the rest of the world, including Adam & Eve/DDB’s role in the UK. 

Publicis Groupe’s Fallon successfully repitched for the Skoda business.

PHD won the global media planning and buying account for VW Group in 2016, ahead of WPP’s MediaCom, which had managed around 90% of the global business, and IPG Mediabrands. The current review does not affect that relationship.

Audi had not responded to a request for comment. Spokespeople for Leo Burnett, Lucky Generals, Ogilvy, Saatchi & Saatchi and VMLY&R declined to comment.