Audi has ended its relationship with the Amsterdam office of US advertising agency Wieden & Kennedy.
Wieden had handled this year's pan-European launch of the new A2, the smallest model in the Audi lineup.
An Audi executive said the agency had been hired only for the introduction of the A2. Future advertising work on the A2 was assigned to Audi roster agency Saatchi & Saatchi, Frankfurt.
Wieden won the estimated E15 million A2 launch project in October 1998. It was chosen over other agencies belonging to the Audi Agency Network, an informal group of highly creative advertising agencies around the world that come together to work for Audi.
The appointment of Wieden marked the first time Audi had used a non-roster agency since setting up the network.
Saatchi & Saatchi is Audi's German agency and part of the network.
The A2 debuted on June 30 and the Wieden campaign is running in 10 European countries.
Audi's product manager for the A2, Jorg Ellhof, says it was planned from the start that Wieden would only be responsible for the initial campaign. Wieden's print ads and television commercials in that campaign carried the tagline: 'More for less.'
The A2 is Audi's first high-volume aluminum car and is designed to broaden Audi's traditional customer base by appealing to women and younger consumers.