Doubts hung over the move following the departure of former ECD Ng Tian It, who had led the creative team (Media, 4 Oct).
But according to Pauline Cheah, Audi’s public relations manager, Ng’s move to Lowe China had no bearing on the German carmaker’s decision.
“We still hired Batey after Tian It left. We are confident that the agency and (new ECD) Robert Gaxiola will do a good job,” said Cheah.
Gaxiola joined the agency in early November from WPP sister shop BatesAsia 141.
The official announcement was made two months after Audi had appointed Batey “in principle”, with the WPP agency conceptualising several campaigns on a project basis (Media, 30 Aug).
Cheah said that the delay was not a deliberate move on Audi’s part, and that the company wanted to ensure that the chemistry between client and agency was right. She declined to reveal details on the length of the contract.
Batey’s brief includes not only the German marque’s advertising, noted Cheah, but also its marketing strategy.
“Our earlier research shows that Audi has a low awareness among consumers here. Although we are well known in other markets as a premium brand, here we are not part of the luxury car line-up. Batey’s key task is to distinguish us as a premium brand and to communicate our brand philosophy,” she explained.
Meanwhile, Batey is confident that its new win will not represent a clash of conflict with Mitsubishi, said Michele Yow, Batey’s account director leading the Audi business.
“The two accounts operate in different categories - Mitsubishi is more mass market and Audi is clearly a luxury brand. The tone and manner of the work will be different.
“Both our clients are aware of this and they are comfortable with that. Also, we currently have two separate creative teams serving the accounts so it works out fine,” explained Yow.
But according to Pauline Cheah, Audi’s public relations manager, Ng’s move to Lowe China had no bearing on the German carmaker’s decision.
“We still hired Batey after Tian It left. We are confident that the agency and (new ECD) Robert Gaxiola will do a good job,” said Cheah.
Gaxiola joined the agency in early November from WPP sister shop BatesAsia 141.
The official announcement was made two months after Audi had appointed Batey “in principle”, with the WPP agency conceptualising several campaigns on a project basis (Media, 30 Aug).
Cheah said that the delay was not a deliberate move on Audi’s part, and that the company wanted to ensure that the chemistry between client and agency was right. She declined to reveal details on the length of the contract.
Batey’s brief includes not only the German marque’s advertising, noted Cheah, but also its marketing strategy.
“Our earlier research shows that Audi has a low awareness among consumers here. Although we are well known in other markets as a premium brand, here we are not part of the luxury car line-up. Batey’s key task is to distinguish us as a premium brand and to communicate our brand philosophy,” she explained.
Meanwhile, Batey is confident that its new win will not represent a clash of conflict with Mitsubishi, said Michele Yow, Batey’s account director leading the Audi business.
“The two accounts operate in different categories - Mitsubishi is more mass market and Audi is clearly a luxury brand. The tone and manner of the work will be different.
“Both our clients are aware of this and they are comfortable with that. Also, we currently have two separate creative teams serving the accounts so it works out fine,” explained Yow.
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