Audi appoints 303Lowe to handle creative services; parts ways with Rapp Collins
Audi Australia Pty Ltd has appointed 303Lowe as its new creative services agency, following a recent market test. The changing needs of the business, as it follows a trajectory to the top of the premium automotive segment by 2020, motivated the need to test the market.
The test was conducted by TrinityP3 on behalf of the luxury German carmaker’s Australian operations.
Says Kevin Goult, Audi Australia’s general manager marketing: “303Lowe impressed with its work in the spirit of close collaboration, open communication, strategic alignment with Audi’s core brand values and of course, creativity.”
303Lowe will provide creative services for Audi Australia from June 1, this year.
Says Nick Cleaver, CEO, 303Lowe: “We are delighted to be working with Audi, not only is the marque a magnificent brand, the business in Australia is growing rapidly and poised to take the number 1 mantle. Who wouldn’t be excited to work with a client like that?”
The incumbent agency Rapp Collins Australia Pty Ltd has been informed that it was not successful.
Says Goult: “Due to the dynamic growth of the Audi brand in Australia, the needs of the business have changed. We’d like to thank Rapp Collins Australia for its support to Audi over the last two years.”
8 Comments
What, precisely, is a ‘market test’ then? Please tell me you don’t mean consumer research groups (et al).
Funny how when DDB/Rapp wins, they use DDB name, but when they loose it’s Rapp Collins. Let’s be clear, the incumbent agency was DDB.
Vorsprung durch kreativität.
‘The test was conducted by Trinity P3’… so it was a pitch?
Really? I mean, this is Audi?!
Why would they go to 303Lowe?… OH! 303 LOW
The price was right
Now this is REALLY interesting.
DDBOOM
RAPP hasn’t had Audi in nearly two years – this was DDB’s client to lose.