Audi - From private to public prestige

Laurence Parkes, Paul Kershaw and Bernard Chudy

In 2000, Audi began a campaign to widen the prestige of the marque among the general public, and to increase both desire and conversion among prestige car buyers.
Agency: Bartle Bogle HegartyAuthors: Laurence Parkes, Paul Kershaw and Bernard Chudy

Audi – From private to public prestige

1. INTRODUCTION

This paper is about the power of brand content in the communications mix.

We will show how brand content can powerfully...

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