BBH and Ogilvy lose Audi creative account in China to Leo Burnett

Leo Burnett Beijing has scooped the Chinese creative account for luxury car brand Audi from Ogilvy and BBH. 

The agency won the two-year contract handling Audi’s integrated marketing and communications in China following a five-way pitch.

Mumbrella Asia understands that Leo Burnett, the two incumbents, plus Bates and Dentsu, pitched for the German car brand.

Another agency is also to be appointed to oversee the account alongside Leo Burnett.

Leo Burnett recently overhauled its creative leadership in Greater China, as DDB’s Carol Lam took over the roles of president and chief creative officer, replacing the departing Victor Manggunio.

Publicis Communications Greater China chief operation officer  David Gompel said: “This win is another great testament to Leo Burnett Beijing team’s excellence of creativity, demonstrating the industry’s high recognition of LB Beijing’s expertise in the premium car category in China. I believe, with Audi and LB team’s collaborative effort, the brand will be driven to another glorious success. ”

BBH’s most recent campaign for Audi was released in May and featured Cheng Cong Fu, China’s first Le Mans race car driver.

Mumbrella Asia understands that Ogilvy and BBh had handled the Audi business for the past five years.

Audi is not the first premium German car brand to have held a pitch this year. Competitor brand BMW recently appointed Wieden+Kennedy Shanghai and Interone Beijing to oversee the car’s digital account. 


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