MVP Collaborative Retains Title As Experiential Marketing Agency Of Record For Audi of America
DETROIT--Feb. 12, 2013: MVP Collaborative (MVP) has once again been named Experiential Marketing Agency of Record for Audi of America. First named agency of record in 2010 after working ad hoc with Audi for over a decade, MVP will continue to lead experiential marketing efforts for the brand through 2015.
"We are honored," said Roger Gullickson, President and CEO of MVP Collaborative. "Audi is a brand on fire and it's exciting to be part of its record-breaking growth -- both as its agency partner and as fans of the four rings."
Gullickson expects the agency to add expertise during the coming months, specifically in account services and the digital realm. "Audi is a progressive brand, so it's important for us to stay ahead of the curve," he said. "Whether that's through social media or new interactive technologies, we're exploring ways to amplify the Audi Brand Experience and maximize their returns within our unique medium."
Since being named agency of record in 2010, MVP has executed experiential programs throughout the United States for Audi, including its sponsorships of TED2012, the Film Independent Spirit Awards and "Experiments in Motion," a collaboration with Columbia University which engaged students and faculty in a multi-dimensional study of mobility and what it will mean to cities of the future.
Moving forward, MVP will be responsible for the activation of the brand's ongoing national sponsorships, including AFI FEST and the United States Ski Team, as well as over 40 regional and local events around the country. The agency will also continue its oversight of the Audi quattro Cup in America, part of a global competition that has grown to be the largest amateur golf tournament in the world including over 6,000 participants in the United States alone.
"MVP has been a passionate partner for Audi -- precisely what we seek in our agencies," said Loren Angelo, the General Manager of Brand Marketing for Audi of America. "The bold ideas developed by MVP team members consistently align with our strategic vision, and they back them up with flawless execution. I look forward to a working relationship that bolsters our experiential marketing efforts and elevates Audi to iconic status here in America."
In addition to its lead role for the brand's consumer-facing experiential programs, MVP will also be charged with producing the National Audi Dealer Meetings held over the next three years. The agency has produced ten of these dealer meetings since 2000, including the 2012 meeting in Munich and the 2011 meeting in San Francisco. For that meeting, MVP erected a 25,000-square-foot temporary structure on Treasure Island to accommodate over 400 attendees and six vehicle reveals -- before heading to Alcatraz Island for an exclusive evening designed to celebrate the brand's 100,000-unit milestone and its 2011 Super Bowl commercial which featured an escape from "the prison of old luxury." This ambitious undertaking ultimately garnered an Event Marketer Ex Award for MVP Collaborative and remains one of the most memorable brand experiences for Audi Dealers in America.