Brand case studies
Audi (global)

Challenge
In 1995, Audi was on the verge of reinventing itself with a new model line. But the positioning and communication globally was fragmented because of the use of different agencies.

Solution
While maintaining the relationship with Audi?s independent agencies - Top 3 in every market -, a network was formed out of those agencies exclusively for Audi. Strategic planners from all volume markets came together to develop a common creative brief, teams worked on ideas independently and campaigns were presented to global and local clients who then chose the best campaigns which were produced by the originating creative team.

Results
A global consistent positioning of all newly launched models and award-winning creative, placing Audi firmly in the group of luxury automobiles.

Audi (Singapore)

Challenge
Before the arrival of the new management in 2006, Audi had been somewhat "under the radar" in Singapore. Sales were not close to those of the main competitors, and the positioning was unclear.

Solution
Jorg and his team did an initial wave or research which discovered a few existing gaps for the brand in Singapore. A strategy was developed as to how to close the gaps and in what sequence. This new strategic focus was applied to all messaging and all channels through the line.

Results
In 2008, Audi has had its best year in Singapore yet - it is the fastest growing luxury car brand. New research has shown that Audi has developed a more distinct personality and is more and more accepted by status-conscious Singaporean drivers.

Brand case studies
Audi (global)

Challenge
In 1995, Audi was on the verge of reinventing itself with a new model line. But the positioning and communication globally was fragmented because of the use of different agencies.

Solution
While maintaining the relationship with Audi?s independent agencies - Top 3 in every market -, a network was formed out of those agencies exclusively for Audi. Strategic planners from all volume markets came together to develop a common creative brief, teams worked on ideas independently and campaigns were presented to global and local clients who then chose the best campaigns which were produced by the originating creative team.

Results
A global consistent positioning of all newly launched models and award-winning creative, placing Audi firmly in the group of luxury automobiles.

Audi (Singapore)

Challenge
Before the arrival of the new management in 2006, Audi had been somewhat "under the radar" in Singapore. Sales were not close to those of the main competitors, and the positioning was unclear.

Solution
Jorg and his team did an initial wave or research which discovered a few existing gaps for the brand in Singapore. A strategy was developed as to how to close the gaps and in what sequence. This new strategic focus was applied to all messaging and all channels through the line.

Results
In 2008, Audi has had its best year in Singapore yet - it is the fastest growing luxury car brand. New research has shown that Audi has developed a more distinct personality and is more and more accepted by status-conscious Singaporean drivers.