FAW-Audi names new social agency of record

FAW-Audi has officially appointed Deep Media Group (深度传媒集团有限公司) as its agency of record for global social media ecosystem management following a highly competitive multi-agency pitch launched in early June 2026. The strategic appointment spans a two-year tenure from 2026 to 2028.

According to Chinese industry reports from 5iPR.cn and MadisonBoom, the extensive multi-channel mandate covers the consolidated management of Audi’s centralised social media matrix.

This includes overseeing the brand’s official presence across four flagship platforms: WeChat (Official Accounts), WeChat Channels (Video Accounts), Weibo, and Douyin. Deep Media Group will spearhead nationwide operations covering long-term content strategy, creative planning, official narrative-perspective content production, and integrated platform ecosystem management.

In its formal tender documentation, FAW-Audi highlighted shifting macroeconomic dynamics as key drivers for the agency review. The luxury automotive brand explicitly pointed to the dual challenges of severe content homogeneity across the automotive industry and the accelerating influence of Artificial Intelligence (AI) technologies in shaping contemporary consumer decision-making pathways.

To navigate these shifts, FAW-Audi indicated that it required a sophisticated partner capable of leveraging platform trends and advanced AI tools. The overarching objective is to consistently project Audi's century-old premium brand heritage on social platforms, translating elevated brand affinity into measurable product marketing performance.

Deep Media Group secured the premium account through a rigorous commercial and strategy evaluation, outperforming prominent digital and creative network finalists. Deep Media’s winning bid arrived at RMB 76.56 million.

Founded in 2005 and headquartered in Qingdao, Deep Media Group also has offices in Beijing, Shanghai, Hangzhou and Chongqing.

The agency counts Audi, Haier, Geely, Leapmotor, Kuaishou and Meituan among its long-term clients, and brings capabilities in digital marketing, brand strategy and film technology.

MARKETING-INTERACTIVE has reached out to FAW-Audi for a statement.

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