The six are believed to be Publicis, Ogilvy, Y&R, Batey, McCann Erickson and DraftFCB.
Pauline Cheah, PR manager of Audi Asia Pacific, confirmed that the marque had ended its contract with Bates in December and said it was timely to look for a network agency, as it aims to increase its marketing activities in Singapore. "We're looking for a marketing/marcomm partner, not just an advertising agency," Cheah said. "Basically, a network agency for through-the-line work."
Sources said the Singapore office is in the process of shifting from a distribution model to a national service centre, or a standalone operation managed by its global headquarters in Germany.
However, Cheah called this premature. "We have a very aggressive target to be the world's premium brand," she said. "Singapore being such a significant market for us, we might need to change the business structure. But there is no confirmation on how things will change."
Audi's current Singapore distributor is Premium Automobiles.
In a separate development, Audi China is reviewing the creative accounts for its entire China portfolio, pitting DMG and Ogilvy & Mather against incumbent Shanghai Lintas.
The three agencies were shortlisted from an initial roster that reportedly included six agencies.
The review is believed to be for creative duties on Audi? China models, which include the domestically-produced A6 and A4 models, along with various import marques. Audi leads China? premium car segment in terms of sales.
Meanwhile, Audi's Hong Kong distributor - Premium Motors - has appointed Octagon Hong Kong as its marketing and PR agency, following a pitch in late 2006.
"Octagon Hong Kong was chosen for its outstanding concepts and capabilities in integrated marketing communications," said Got Chong, Premium Motors managing director.
"The agency will help Audi cultivate a stronger brand image and greater product visibility in Hong Kong and further maximise our marketing efforts."
Additional reporting by
Benjamin Li
