FCB has formed Jolt, a new agency created specifically to take over the newly won Audi account – bringing to an end Audi’s decade-long relationship with bcg2. FCB Media will, however, retain a link with Audi through the European Motor Distributors account.
FCB/Jolt won the business in a five-way creative pitch that included bcg2. They have declined to identify the other four pitchers.
“The Audi team have great ambitions for their brand going forward, so it’s hugely exciting to partner with them on the next stage of this iconic brand’s journey,” says FCB chief executive Dan Martin.
“We look forward to unleashing the strategic and creative power of Jolt on behalf of Audi.”
FCB already holds the Volkswagen account – and Audi is owned by the Volkswagen Group at global level.
Audi head of marketing Robert Barlow said, “We conducted a review to ensure that we had the right partner going into 2018 and beyond. Jolt came through that process, demonstrating clear strategic thinking, an innovative response to our brief and a great understanding of the crucial elements that represent the Audi brand.”
Jolt will be working with the incumbent bcg2 – who have held the account for 11 years – to transition the business ahead of the official start date in January.
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