How Audi is bringing creativity to marketing effectiveness

That Audi understands marketing effectiveness should come as little surprise. The brand picked up the IPA Effectiveness Grand Prix at last year’s awards for its ‘beauty and brains’ strategy, created with BBH, which focused on both the design of its cars and technical innovations, and generated an estimated £1.78bn in incremental value for the brand between 2015 and 2017.
Key to that success has been understanding the effectiveness of creativity, not just media spend. Bef