Audi of America's "Courageous" Agency Choice Drives Sales
Geoffrey Precourt Warc
Bravery, contended Scott Keogh, Audi of America's Chief Marketing Officer, is a primary brand attribute of the global automotive company. It has demonstrated its courage with engineering (producing the first aluminum cars), in technology (bringing diesel to race tracks) and in global sales (it's the fastest growing premium nameplate in China.
"But 'bravery' hadn't been used much in our US marketing," Keogh admitted to the first Association of National Advertisers Creativity Conference in New York City. "And it was a difficult situation. We were spending money on things...