Audi Singapore shifts gears with new creative agency

Audi Singapore has appointed Joy Communications as its official creative agency on record following a competitive pitch held in July 2025.

The appointment spans two years with the option to extend for another two.

Under the partnership, Joy Communications will oversee the full spectrum of the Audi brand’s communications including brand strategy and advertising and on-ground activations. The agency will also focus on digital, customer experience (CX), and social media engagement.

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In addition, Joy Communications will work closely with Play Digital, which manages Audi’s brand portal and digital portfolio.

“We are delighted to welcome Joy Communications and Play Digital as our new partners. The team's performance stood out throughout the pitch, demonstrating a deep understanding of our brand and a clear strategic vision for future growth. We have complete confidence that this collaboration will drive innovation, elevate Audi’s presence and deliver exceptional results," said Jamie Lee, general manager of Audi Singapore.

In tandem, Joshua Lee, managing director of Joy Communications said “We are honoured and thrilled to have earned Audi’s trust. This opportunity to partner with such an iconic brand represents an exciting new chapter for us."

"Both Play Digital and Joy Communications felt the energy and ambition from the moment we received the pitch invitation, and that momentum has only grown stronger. We are eager to build upon the strong foundation our predecessors have built and to play a part in shaping Audi’s future narrative in Singapore," added Lee. 

The move rounds out Audi’s agency network in Singapore. Most recently, in October, the automotive brand appointed global integrated communications agency TEAM LEWIS as its agency of record for public relations following a competitive pitch.

The partnership supports strategic communications to strengthen brand affinity, drive interest in new products, and deepen engagement with both existing and potential customers, as well as fans of the Audi brand. TEAM LEWIS will also focus on storytelling and media relations for major milestones, including Audi’s upcoming entry into Formula 1 in 2026, showcasing the brand’s innovation, design, and performance.

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