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RFI Studios China wins Digital Retainer for Audi’s one-make customer racing series, the Audi R8 LMS Cup


Beijing. RFI Studios, the full-service digital arm of Ruder Finn, has won a competitive pitch for the Audi R8 LMS Cup digital retainer in China, further building the agency’s global momentum in the automotive sector. The pitch was among international and local agencies in China to provide social media communications for both English and Chinese platforms as well as current website maintenance. The Chinese platforms include Sina Weibo, WeChat, and Youku, in addition to Facebook, Instagram and YouTube English language platforms. RFI will also provide social media crisis management and race weekend on-site social media communications in Japan, Korea, Malaysia, Taiwan and China.

Launched in China in 2012, the Audi R8 LMS Cup is the first brand Cup for Audi. The Audi R8 LMS Cup is part of the Audi Sport customer racing Asia program and is organized by Audi China. The Cup features one of the world’s best-performing sports cars and provides a thrilling showcase for professional and amateur drivers. In 2013, the Audi Cup raced outside of China for the first time, visiting Malaysia and South Korea. In 2014, the Cup debuted in Japan and Abu Dhabi, and for the first time all races were held on Formula 1 circuits. With the Asia-based sprint race series now in its fourth year of operation, the brand continues its mission to pioneer the development of motorsport in Asia.

Ruder Finn has worked with Audi China since 1999. In 2014, Ruder Finn was selected as the PR agency for the Audi R8 LMS Cup after a pitch among local and international agencies. The agency also provided PR support for Audi Sport customer racing Asia entries in other competitions, including the GT Asia Series, the premier Asian motorsport event.

Roland Wei, Head of RFI Studios China, said: “This is a major, prestigious win for RFI. It validates our creative capabilities and expertise in the global social media landscape. Since RFI’s launch in Asia in 2013, we have grown 90%, winning new clients as well as collaborating and supporting all other Ruder Finn offices.”

Elan Shou, EVP and Managing Director of Ruder Finn Greater China, said: “This win further demonstrates our legacy in motorsports tradition and digital communications. RFI is very much part of our seamless cross-team and cross-office collaborations, ensuring we provide the highly integrated communications work required by clients."

Kathy Bloomgarden, CEO of Ruder Finn, said: “We are proud of our longstanding partnership with Audi. Our new digital assignment builds on our strong capabilities in social media and community management in the dynamic consumer sector in China, especially as it experiences rapid changes with urbanization and the expansion of the middle class. Our new assignment further expands our impressive global portfolio of consumer clients, and underscores our luxury experience, and extensive automotive capabilities.”