Zulu Alpha Kilo has been named AOR for Audi Canada, replacing Lowe Roche after a formal agency review. Six other agencies made the short list.

“We set out to find a creative and business partner that could help us take the Audi brand to the next level in Canada,” said Mike Briscoe, director of marketing and product management, Audi Canada, in a statement. “We found that in Zulu Alpha Kilo. Throughout the entire review process, we were impressed with the strength of the Zulu team, their unique approach and their understanding of the luxury segment.”

This is one of the biggest wins and the first automotive account for the Toronto shop, founded by CD and president Zak Mroueh four years ago.

“Over the last couple of years, we’ve been approached by other automotive brands, but we turned them down,” he said in a statement. “[We] didn’t believe in their products.”

Zulu will partner with Quebec agency Tank to adapt work for the Quebec Market.