When you think of stale, indigestible advertising, car ads quickly come to mind. What you don’t think of is Audi.
Yes, in a sea of J.D. Power and Associate sameness, one German luxury automaker is reinventing modern marketing. CMO and EVP of Audi Loren Angelo says that shouldn’t come as a surprise; after all, Audi has always been a little different. “A challenger spirit is crucial in everything we do at Audi,” says Loren. “Therefore, pushing our communication to be anything but traditional drives us internally and is why we seek out clever culturally-relevant storytelling.”
So how does Audi stay creative in an industry plagued by copycats, reheated strategies and way too many shots of cars driving on wet streets at night? Loren says that if you’re looking for the secret to brand-centric creativity, then true enlightenment must come from within. “Creativity is driven by staying authentic to your brand and your mission. I’m inspired by ideas where I can connect my brand with cultural moments that engage a conversation,” says Loren…
