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Audi to hire Dentsu for Japan media business
by David Blecken
19-Nov-09, 10:07
TOKYO - Dentsu is believed to have won Audi’s Japanese media account, displacing incumbent Hakuhodo.
The value of the account has not been confirmed. Audi’s creative account is currently handled by Ogilvy in Japan.
Sources close to the pitch confirmed Hakuhodo was no longer working on the account. Dentsu declined to comment.
A source noted that foreign car manufacturers were experiencing a particularly “challenging” period in Japan, pointing to a drop in sales of around 30 per cent for companies such as BMW and Mercedes. However, the source noted that, of all the premium foreign car brands, Audi continued to enjoy the highest level of success in the market.
This was attributable to strong investment in its dealership network and in building its brand to enhance appeal to high-end consumers, the source said. The company opened its flagship Audi Forum showroom in Tokyo’s fashionable Harajuku district about three years ago.
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