Audi appoints BBH and IBM to drive new digital brand experience

BBH and IBM iX were both selected by Audi UK to drive the automative manufacturer’s new digital brand experience.

Both agencies won the tender following a competitive pitch in which they demonstrated an exciting vision for bringing Audi’s 30 year old ad slogan — ‘Vorsprung durch Technik’ — into the digital world.

Debbie Vavangas, IBM iX UK Lead, says: “IBM iX is thrilled to join forces with Audi, as one of the most prestigious brands in the world begins a journey of digital reinvention. We will be working together at the intersection of strategy, creativity and technology in order to kickstart an innovative transformation. This is an exciting partnership, in an exciting industry, at an exciting time.”

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BBH will be tasked with re-imagining all digital touch points, while IBM iX will take responsibility for the digital transformation of all Audi channels. The two agencies will work together under one roof as one team for maximum agility, working closely with Antony Roberts, Audi UK’s digital manager.

BBH and Audi have history. In 2018, the agency helped its founding client become no.1 for brand desire, sell more higher spec cars and grow three times faster than the market

Ian Heartfield, chief creative officer of BBH London, says: “For 37 years, BBH has built the Audi brand with comms alone. Now we get to take it to the next level by bringing the same level of BBH creativity and craft to the total Audi brand experience.”

Benjamin Braun, marketing director of Audi UK, says: “We have eighty seven thousand visits every day to It is our biggest showroom by far. Our aim is to create a digital experience that will be as beautiful and intelligent as our cars to meet the high expectations of our customers. BBH has deep understanding of how to bring our brand to life, while IBM is synonymous with technical excellence. Working together, we will deliver digital experiences with style, elegance and Audi charm.”

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Nick Ismail

Nick Ismail is a former editor for Information Age (from 2018 to 2022) before moving on to become Global Head of Brand Journalism at HCLTech. He has a particular interest in smart technologies, AI and...

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