Doug Clark
Audi Canada
What he does:
In his role as director of communications, Clark oversees Audi Canada's marketing and public relations efforts.
Staff: Five external and two internal.
Career path: Clark started out as an advertising account person. He joined Audi of America in 1996 and spent three years as a public relations manager, later moving into marketing and special events. In 2004, he rose to director of public relations, responsible for Audi in the U.S. and Canada. When the company opened a Canadian office in 2005, Clark moved north to oversee the communications department.
Biggest job challenge: "Finding new and different ways to make our various target audiences understand and share my passion for the Audi brand."
What he's reading: Escaping The Matrix: Setting Your Mind Free To Experience Real Life In Christ, by Gregory A. Boyd.
Favourite hors d'oeuvres: Lettuce wraps.
Audi recently celebrated its milestone 100th year of manufacturing in Saxony, Germany. How has the company's approach to event marketing evolved over the years?
We're now more apt to put on our own events, when it is appropriate. At the same time, we also look for like-minded partners to work with. We're interested in opportunities where people actually get into our cars.
How many events a year does Audi Canada produce?
Six to 10 press events and about 20 consumer events. We hold about half our consumer events in Toronto.
For the Chanel Boutique/Time Style & Design launch in Holt Renfrew, Audi participated as a chauffeur for celebrity guests. How did that work to your advantage?
The best way for people to experience our brand is to drive one or be a passenger. We did something similar during the Toronto International Film Festival last fall. This goes back to the idea of working with like-minded partners.
What characteristics to you look for in a partner?
Audi is about progressive, sophisticated and sporty thinking; those qualities speak to the performance of our cars and the people who drive them. Our consumers are usually quick minded and very intelligent. For there to be a fit, the companies we work with must reflect the same values. Bang & Olufsen is one of those companies; it will provide an optional sound system for our 2007 Audi A8L. We like Chanel for its forward thinking and progressive nature, and we've worked with Palm in the past. Other examples of partners are the Design Exchange—we sponsor its annual fund-raising gala—and the Interior Design Show—we've sponsored the show's student exhibit and displayed our vehicles among the winning designs of the student's competition. We also set up a test drive track outside the venue.
How do you stay ahead of the curve with respect to event style and design?
We never rest on our laurels. Audi founder August Horch had a saying: "If it could be made by man, it can be made better by man." In this world of authenticity, the product is the main platform. Our events are not about pyrotechnics; they are about allowing people to discover the product, its features, and the Audi world. We try to present our events in a very unintrusive way.
What led to your decision to hold the June 5 launch party for the Audi Q7 at Muzik?
We rely on our event agency, Jump Creative, for those kinds of decisions. They understand the Audi brand and really have their finger on the pulse of what's hot in venues. Also, Muzik seemed like an exciting place that wasn't overexposed.
What is the benefit to sponsoring events, such as the Canadian farewell tour for Luciano Pavarotti?
It's about branding and awareness building. Audi has had a long affiliation with the Maestro; Audi cars have transported him to and from his concerts all over the world. The type of audience that goes to see him obviously appreciates the finer things in life, and the fact that he is being transported in an Audi sends them a strong message. We also gain brand exposure by putting vehicles on display at the venues.
When are your main considerations when deciding whether a venue is appropriate for displaying Audi automobiles?
One key consideration is whether the venue can accommodate cars inside. Also, if we can create an Audi environment there. These factors certainly affect our venue choice and often limit our options.
What was the most memorable event you have ever produced for Audi?
In 1999, we launched our new model on the track at the Historic Automobile Races in Monterey, California. A different car is featured every year, and that year it was an Audi. The event gave us a chance to show off our new car among a group of rare historic vehicles. It was a wonderful window into our brand, both past and present.
What are you doing right now?
We are currently working to bring live coverage of the 24 hours of Le Mans race held June 17-18 to Audi showrooms across the country. The idea is that consumers will be able to watch the race at the dealerships. This event will attract race enthusiasts and allow us to showcase our Audi Q7.
Audi Canada
What he does:
In his role as director of communications, Clark oversees Audi Canada's marketing and public relations efforts.
Staff: Five external and two internal.
Career path: Clark started out as an advertising account person. He joined Audi of America in 1996 and spent three years as a public relations manager, later moving into marketing and special events. In 2004, he rose to director of public relations, responsible for Audi in the U.S. and Canada. When the company opened a Canadian office in 2005, Clark moved north to oversee the communications department.
Biggest job challenge: "Finding new and different ways to make our various target audiences understand and share my passion for the Audi brand."
What he's reading: Escaping The Matrix: Setting Your Mind Free To Experience Real Life In Christ, by Gregory A. Boyd.
Favourite hors d'oeuvres: Lettuce wraps.
Audi recently celebrated its milestone 100th year of manufacturing in Saxony, Germany. How has the company's approach to event marketing evolved over the years?
We're now more apt to put on our own events, when it is appropriate. At the same time, we also look for like-minded partners to work with. We're interested in opportunities where people actually get into our cars.
How many events a year does Audi Canada produce?
Six to 10 press events and about 20 consumer events. We hold about half our consumer events in Toronto.
For the Chanel Boutique/Time Style & Design launch in Holt Renfrew, Audi participated as a chauffeur for celebrity guests. How did that work to your advantage?
The best way for people to experience our brand is to drive one or be a passenger. We did something similar during the Toronto International Film Festival last fall. This goes back to the idea of working with like-minded partners.
What characteristics to you look for in a partner?
Audi is about progressive, sophisticated and sporty thinking; those qualities speak to the performance of our cars and the people who drive them. Our consumers are usually quick minded and very intelligent. For there to be a fit, the companies we work with must reflect the same values. Bang & Olufsen is one of those companies; it will provide an optional sound system for our 2007 Audi A8L. We like Chanel for its forward thinking and progressive nature, and we've worked with Palm in the past. Other examples of partners are the Design Exchange—we sponsor its annual fund-raising gala—and the Interior Design Show—we've sponsored the show's student exhibit and displayed our vehicles among the winning designs of the student's competition. We also set up a test drive track outside the venue.
How do you stay ahead of the curve with respect to event style and design?
We never rest on our laurels. Audi founder August Horch had a saying: "If it could be made by man, it can be made better by man." In this world of authenticity, the product is the main platform. Our events are not about pyrotechnics; they are about allowing people to discover the product, its features, and the Audi world. We try to present our events in a very unintrusive way.
What led to your decision to hold the June 5 launch party for the Audi Q7 at Muzik?
We rely on our event agency, Jump Creative, for those kinds of decisions. They understand the Audi brand and really have their finger on the pulse of what's hot in venues. Also, Muzik seemed like an exciting place that wasn't overexposed.
What is the benefit to sponsoring events, such as the Canadian farewell tour for Luciano Pavarotti?
It's about branding and awareness building. Audi has had a long affiliation with the Maestro; Audi cars have transported him to and from his concerts all over the world. The type of audience that goes to see him obviously appreciates the finer things in life, and the fact that he is being transported in an Audi sends them a strong message. We also gain brand exposure by putting vehicles on display at the venues.
When are your main considerations when deciding whether a venue is appropriate for displaying Audi automobiles?
One key consideration is whether the venue can accommodate cars inside. Also, if we can create an Audi environment there. These factors certainly affect our venue choice and often limit our options.
What was the most memorable event you have ever produced for Audi?
In 1999, we launched our new model on the track at the Historic Automobile Races in Monterey, California. A different car is featured every year, and that year it was an Audi. The event gave us a chance to show off our new car among a group of rare historic vehicles. It was a wonderful window into our brand, both past and present.
What are you doing right now?
We are currently working to bring live coverage of the 24 hours of Le Mans race held June 17-18 to Audi showrooms across the country. The idea is that consumers will be able to watch the race at the dealerships. This event will attract race enthusiasts and allow us to showcase our Audi Q7.
