VW Group drafts in new Audi chief

The Volkswagen Group has undergone a senior management shake-up, which has resulted in the appointment of two new UK chiefs for the VW-owned car companies Audi and Seat.

Kevin Rose, the director of Seat UK, moves across to become Audi’s UK chief. He replaces Dermot Kelly, who was poached by rival Mercedes-Benz after less than six months in the job.

Rose will become director of Audi UK from July 1, with ultimate responsibility for the luxury car’s &£20m UK advertising budget, handled by Bartle Bogle Hegarty.

The German car manufacturer recently awarded Wieden & Kennedy the &£15m pan-European advertising account for its new AL2 aluminium car.

Rose will report to Richard Ide, managing director of VW Group UK, which incorporates VW, Audi, Seat and Skoda. Rose worked for the VW Group for more than 20 years in different areas, including a period as head of marketing with Audi for two years before becoming director of Seat in 1995.

John Abbott succeeds Rose as director of Seat UK. He has also seen more than 20 years service with the VW Group. Since 1993, he has worked with VW Cars as head of marketing and, more recently, as head of dealer operations. Seat’s &£5m UK advertising account is handled by Bates UK.

A decision on whether or not BBJ Media Services will retain the &£44m VW UK media account is imminent. MediaCom is tipped to win the account.