Audi of America has commenced a review of its digital agency business, people privy with the matter told Advertising Age. The previous review was in the summer of 2010, which resulted to naming AKQA its digital agency of record in early 2011. AKQA is defending the business, the sources said. AKQA's scope of work for Audi includes digital marketing, Web development and online products and services.
AKQA was responsible for AudiUSA.com, which went online in June 2013. It has also worked on a number of mobile and app development initiatives like the "Road Frustration Index," -- a digital map designed to help drivers anticipate road conditions by considering different factors like driver sentiment, weather and infrastructure in different cities.
Audi of America also availed of the services of Interpublic Group's Huge in May 2013 to support its social media initiatives, which include content generation, internal processes and its social media platforms.
The company also employs additional agency partners – like Mediacom and PMK/BNC -- for digital and social content efforts. The luxury carmaker spent ROUND $126.6 million on US measured media in 2012, which is the last full year of available data in the Ad Age DataCenter. [source: Advertising Age]