Audi Canada has selected Bensimon Byrne to lead its creative as its new AOR following a competitive review.

The automaker is tapping the creative agency to help it navigate a time of considerable change in the auto sector, as well as in its own business. Audi globally has set ambitious sustainability goals under its “Vorsprung 2030” strategy, and plans to end internal combustion engine vehicle production by 2033. It turns to Bensimon Byrne to “adjust how we show up in Canada and engage with Canadians beyond our products,” says Joseph Ottorino, head of marketing for the automaker.

“To be part of a global shift like this is extremely exciting, and to be part of Audi’s ambitious goal to be seen as one of this country’s EV leaders means there will be opportunities to connect with Canadian consumers in a completely different way,” Lisa Good, EVP and managing director at Bensimon Byrne, tells strategy.

Taxi, the automaker’s former AOR, participated in the review, says Ottorino. However, Bensimon Byrne stood out by showing an “ability to really understand and articulate the challenges the automotive industry and marketing world have in front of us.”

“We started off on the same page,” he adds. “They demonstrated that they really do understand the premium customer. As we move into a much more consumer-centric, data-driven world, their ability to demonstrate insights around the premium customer was refreshing, and they had a refreshing way of challenging us and allowing us to challenge them in return.”

Under the new assignment, Bensimon Byrne is mandated to help the automaker find new ways to connect with Canadians on a more localized scale.

“There’s a way to take the global brand and authentically connect it to Canadians, be it through specific platforms or unique experiences that are much more localized to specific markets. For example, EV evolution is extremely important in Quebec, Ontario and B.C.,” explains Good. “You’ll see us taking those global assets to really develop these local experiences. How do we build a community locally? You’ll see a lot more experiences that connect to consumers more personally, as opposed to just the big ads.”

The goal is to “tell a lot of progressive, premium stories of Canadians and what we’re doing in Canada to bring the future of automotive to life,” adds Ottorino. The first work from the partnership is expected to appear in market in 2023.

Photo courtesy Ivan Radic/Creative Commons.