Audi's Long-Running 15-Year Tie with VB+P Uncovered
Here's a fresh take:
In 2010, Venables Bell and Partners (VB&P) pulled off a shocker in the advertising world, landing Audi's account despite having zero automotive experience in their portfolio.
Founder and chairman, Paul Venables, recalled the confident assertion he made at the time: "We said, 'We're going to put you on the map and you're going to put us on the map,'" and it certainly turned out to be true.
While the precise strategy VB&P employed isn't fully documented, some industry insights shed light on how they managed this bold move.
Agencies are often sought after for their creative firepower and ability to come up with fresh ideas, even in unrelated industries. This could be a key factor in VB&P's success, allowing them to offer Audi a unique and compelling vision.
Moreover, their ability to resonate with Audi's leadership and demonstrate a deep understanding of the brand’s positioning and target audience would have been crucial. A strong cultural fit and chemistry between the agency and client teams is often a deciding factor in account wins.
VB&P's track record with repositioning challenger brands or those in competitive markets could have been another trump card, as it showed they were not afraid to challenge industry norms. Additionally, their strategic and executional excellence during the pitch process would have proven their capacity to deliver high-impact creative work and results.
It's worth noting that Audi might have been seeking a fresh, innovative perspective rather than simply more automotive content. In this context, VB&P's lack of auto industry baggage could have been an advantage, enabling them to bring a breath of fresh air to Audi's advertising.
In conclusion, while the details of VB&P's winning strategy remain somewhat elusive, it's common for agencies to win accounts outside their usual industry through captivating pitches, strong chemistry with clients, and a willingness to disrupt established norms.
Paul Venables, founder of Venables Bell and Partners (VB&P), later expressed that their approach to securing Audi's business revolved around finance and business strategy. He mentioned, "We presented a robust financial model and a comprehensive business plan, demonstrating how we intended to put Audi on the map while simultaneously creating a lasting impact on our own business." This strategic financial approach, coupled with their unique and compelling vision, might have been instrumental in winning Audi's account despite VB&P's lack of automotive experience. Furthermore, the ability to offer Audi a fresh perspective, as well as demonstrating a strong understanding of the brand and its target audience, would have been vital in establishing a winning partnership between VB&P and Audi.
