Ideata and DDB gear up for Audi creative pitch in Taiwan

ADK was also invited to this pitch, but the agency confirmed to Campaign Asia-Pacific that due to assignments from current clients it has declined to take part.

Ideata has been working on Audi’s creative account in Taiwan for more than four years, according to a source. “Audi is flying its key management to Taiwan from its German HQ” for the pitch, according to the source.

TBWA will not join the pitch, as Nissan is its biggest global client, according to a spokesperson. Ideata was the long-term local agency partner of TBWA until that partnership ended last summer.

In Taiwan, however, Nissan works with a local creative agency called 偉太.

According to a 4A agency boss in Taiwan, Mercedes leads the luxury car segment, closely followed by BMW and Lexus. "Audi is a typical challenger brand," the agency head said. "It has been very aggressive these three years and they are coming up strong for sure."

According to Audi Taiwan's website, Audi sold 4,000 cars in 2012, compared to 3,365 units a year ago, representing 19 per cent sales growth.