Most of the time, when brands bring work in-house it’s bad news for the incumbent agency.
But that is not the case with Audi, which is giving one of its digital shops an ownership stake in a new venture called Audi RED, which will handle digital design and development for the luxury auto brand.
The deal is with Toronto-based BIMM, which is part of a group of agencies known as the Kyu Collective that also includes shops such as Sid Lee, Digital Kitchen, Yard and others.
BIMM in 2020 became Audi of America’s agency of record for digital experience design and development. Now the automaker has formed a 50-50 joint venture with the agency under Audi RED, which will be tasked with improving Audi’s digital customer experiences, including upgrading dealer websites.
Audi and BIMM will be “equal partners” in Audi RED, according to the automaker, with Audi and the agency sharing funding and managing duties of the operation, which will cover the U.S. and Canada. RED stands for Rapid Experience Development.