Audi claimed it doesn't have a winner yet, but that the winning shop will do a promotions and events pilot in Texas in early 2004 that could expand elsewhere. Audi plans to spend $1 million for the Hispanic and African-American push, one of the sources said.
The other contenders were Lopez Negrete Communications, Houston; Chisholm-Mingo Group, New York; and E. Morris Communications, Chicago. Mary Ann Wilson, national advertising manager at Audi, said criteria included expertise in the Hispanic and African-American markets or ability to get resources in both areas.
Audi sibling Volkswagen of America last year chose its first U.S. Hispanic agency, independent shop C.O.D., Coral Gables, Fla.