Audi selects regional chief for global role

Audi has appointed Michael Renz as its global marketing chief after the departure of Michael Trautmann.

Trautmann, who joined Audi two years ago from advertising agency Springer & Jacoby, is understood to be starting up his own agency in Germany.

Renz was previously Audi regional director for Africa, the Middle East, Iran, Iraq, Asia Pacific, Japan, Australia and India. He started his career with DaimlerChrysler before joining Audi in 1994 as head of dealer marketing.

As head of Audi marketing, Renz will be responsible for marketing, brand and advertising for the luxury marque. He reports to Audi board member for sales and marketing Ralph Weyler.

Renz will oversee Audi’s agency network, in which agencies from its different markets pitch for its pan-European advertising. Bartle Bogle Hegarty is the agency for the UK. Saatchi & Saatchi is the agency for the German home market, despite having recently won the &£28m pan-European advertising for rival luxury marque Lexus (MW April 1).

Trautmann oversaw the recent ad campaign for Audi’s A6 saloon, featuring Dustin Hoffman in a Germany-only spoof of cult Sixties film The Graduate.

Parent company Volkswagen has split its business into two halves. The Audi group also includes Seat and Lamborghini.

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