What is Audi RED?
Audi RED is the force that connects enterprise knowledge with agency excellence.
Created to meet the demand for rapid, continuous delivery of sophisticated digital products, Audi RED transforms the relationship between client and agency into a unified, high-performing engine for innovation. It captures and strengthens the institutional knowledge inside the enterprise, then activates it across teams so both enterprise and agency can operate at their highest level.
The result is faster execution, deeper alignment, and more impactful digital experiences—delivered with greater intelligence, consistency, and speed.
At its core, Audi RED is built for continual evolution: pushing innovation forward, unlocking stronger collaboration, and advancing AI-driven development to shape what comes next.
How does Audi RED work?
Audi RED works by closing the distance between enterprise strategy and agency execution.
It embeds the core knowledge of the enterprise into the product design and delivery process, giving agency teams the context to move smarter and giving enterprise teams the structure to move faster. With equal ownership and seamless collaboration, Audi RED transforms two organizations into one high-performing engine for digital innovation.
The outcome is faster delivery, stronger alignment, and a model built to continually evolve—pushing innovation forward through smarter systems, better frameworks, and AI-driven development.
RED is progress.
Progress isn’t black and white.
It doesn’t hold back in the name of perfection.
It is ever-evolving, iterative, and rapid.
It isn’t about about egos.
It’s about experiences.
Progress doesn’t come in silos, and it isn’t a fixed point.
It’s collaborative, and it’s adaptable.
It isn’t defined by disruption.
It’s defined by its seamlessness.
Progress isn’t black and white.
It’s
Audi RED leadership
Audi RED is cooperatively led by Marco Tomada and Federico Paleo, with the support of a board of directors made up of equal partner members of AUDI AG and BIMM. Co-leadership roles will be distributed between Operational Accountability and Technological Accountability. Audi RED is led by a balanced approach of people, process, and technology.
Marco Tomada
With more than two decades in the technology industry, Marco has contributed to organizations within the digital print industry, marketing & advertising, as well as product design and development services. A seasoned leader, he has spent much of his career in the operations space, leading teams within startup and modern agency environments. As a lifelong learner, he has focused upon continual improvement across his teams. With a focus on the fundamentals that make up successful organizations—people, process, and technology—he has helped evolve the successful agency-client relationship into a unique partnership that will serve as the new foundation leading AUDI RED into the next chapter of its evolution.
Federico Paleo
Federico is a technology leader with 20+ years of experience across the automotive and broader technology sectors. He has led large-scale modernization initiatives, IT services strategy efforts, product teams, and digital portfolios across North and South America, delivering technology solutions aligned with business strategy. He brings a strong combination of execution discipline, stakeholder leadership, and strategic technology direction. With his diverse background, he will co-lead AUDI RED toward new, groundbreaking success.