Audi concluded a three-month review of its interactive account, retaining incumbent Enlighten, Ann Arbor, MI, over Grey Interactive and R/GA, both in New York, and McKinney + Silver, Raleigh, NC, partnering with Circle.
The Audi interactive title involves interactive marketing strategy, e-mail marketing and content management for sites at www.audiusa.com, www.audicanada.ca and product microsites. The task also covers product launches, including a major effort this year to promote the Audi A6 model.
“Audi is required to review existing accounts every three years to ensure competitiveness from both a financial and services standpoint,” said Tom Beck, marketing director of Enlighten.
Audi, which has used Enlighten since 2001, kept the agency based on its performance in delivering online. The 21-year-old agency recently handled interactive work for the Audi A8 L and RS 6 launches in addition to creating a screensaver that regularly delivers Audi content and images directly to the user's desktop.
