In 2010, the title of honour “Red Dot: Client of the Year” was added to the Red Dot Award: Communication Design. The distinction, renamed “Red Dot: Brand of the Year” in 2015, has since decorated companies that were most convincing to the jury with their communication work in the respective competition year. The first laureate of the title of honour, which cannot be applied for, was automobile manufacturer Audi, which excelled with 16 distinctions in the Red Dot Award: Communication Design 2010. At the time, Lothar Korn as the Head of Marketing Communication was responsible for the car maker’s communication work. “The brand’s core message ‘Vorsprung durch Technik’ and the brand values ‘Sophisticated’, ‘Sporty’ and ‘Progressive’ are implemented in an exemplary manner in a vast range of different media and communication materials”, said Professor Dr. Peter Zec, Founder and CEO of Red Dot, explaining the selection.