Breaking in to ‘the rule of three’ in the world of luxury autos was an almost impossible ask, especially for a brand with the reputational weaknesses that Audi had at the time. Yes, they had a pipeline of remarkable cars, built on progressive technologies, but it was the marketing that made the difference, that gave America permission to cross-shop an Audi. Moreover, it persuaded Germany, with its legacy of brand leadership, to adopt a challenger mindset which was nothing short of a miracle. Kudos to the legendary leadership of Audi at the time and their brilliant agency partner, Venables Bell. Our interview with Scott Keogh, then Audi of America’s CMO, (and now head of Volkswagen Group of America) tells the story.
— Mark Barden