HERNDON, VA--Audi has retained incumbent firm PMK*BNC to handle its US PR duties, following a competitive review. 

The decision extends four-year incumbent PMK*BNC's hold on the account. It is understood that the entertainment firm retained the business following a pitch that included Cohn & Wolfe, Porter-Novelli and Publicis Consultants USA.

"Each of the presenting firms offered interesting ideas and thoughtful proposals, but in the end, PMK*BNC earned the right to continue as our agency," said Jeff Kuhlman, chief communications officer, Audi of America. "They demonstrated a superior understanding of the Audi brand and our industry. Audi of America is a growing company and we are confident that we've enlisted the best partner to grow with us."

PMK*BNC has been charged with developing strategic and focused programmes designed to generate media coverage for the Audi product portfolio and drive increased brand awareness and identity in the US market.

The account will continue to be staffed bi-coastally and overseen by Joseph Assad, COO at PMK*BNC's New York office. 

"Going through the review process has been a worthwhile experience because it reinforced our areas of focus and allowed us to evolve our approach to the Audi business," said Chris Robichaud, CEO at PMK*BNC. "We look forward to continuing this mutually-successful partnership for many years to come."