Audi applauds exceptional women

It shows in their brilliant interiors, their finessed details, and in every activity to which they attach their four-ringed logo -- from high-profile sponsorship of yachting and the arts, to quiet support for charities like Mission Australia.

So it's no surprise they've been involved with the InStyle Women of Style awards right from the start four years ago. "The award fits perfectly with Audi’s brand values of sophistication and progressiveness, and we support the award to celebrate the achievements of Australian women," Audi corporate communications general manager -- and former awards judge -- Anna Burgdorf says.

"We strongly believe the leadership of women in Australian society should be supported and celebrated, as successful women are inspirational to younger generations." While some of the winners are fashion setters and household names, Burgdorf says it would be a mistake for people to think the awards are just another vacuous beauty pageant or fawning celebrity session.

"The award is not about fame, celebrity or beauty but more about the many women who quietly go about their daily lives and work doing extraordinary things," she says. "We know that Australia is home to many stylish women who are unsung heroes, who are largely unrecognised for the work they do which, when recognised, provides inspiration and is aspirational to many other people who would like to follow in their footsteps but need that extra encouragement to reach for their goals."

And Burgdorf says Audi is well aware of the role women play in the brand's sales. "Women make up a large part of Audi’s ownership base," she says. "While in many households it is often a male partner who might negotiate the actual purchase, our research shows that women have a large impact on the purchase decision for a new vehicle. "Women tend to buy cars for practical reasons, rather than emotional ones, and therefore have a very definite say about the type and brand of car that is purchased in the household."

More than 300 people attended the fourth annual InStyle and Audi Women of Style awards in Sydney last night.

In total, 14 women were recognized for their contribution to the Australian community through their work in nine categories including Environment, Charity/Community, Beauty, Fashion, Arts/Culture, Business,
Design, Lifestyle and News/Entertainment.

The overall Reader’s Choice award was presented to Australian supermodel and businesswoman, Miranda Kerr, founder of KORA Organics.

In addition, the InStyle and Audi Style Scholarship award was presented by Audi’s General Manager, Marketing, Janet Markus, to Alyssa McClelland.

With acting roles on Home and Away and All Saints, McClelland is no stranger to lighting up the camera, but her lifelong dream is to be behind one. After forming
production company ‘Pickled Films’ in 2009, McClelland’s first short film, Emilia Eckle, was shown at 10 film festivals worldwide.

“The hardest thing for me, and most film-makers, is getting funding for projects,” McClelland said.

After winning the Scholarship at last night’s award, a thrilled McClelland said she plans to invest the $10,000 prize into her film Sleep Tonight, a short romantic script she’s written and plans to direct.

Audi Australia marketing director, Janet Markus -- who serves on the judging panel --says the brand is proud to support young, talented women in their career progression.

“Alyssa has already achieved great success as an actor, and with the scholarship she will now be able to complete her next film project, further boosting her career as a film-maker. She also plans to study comedic directing in Chicago,” Markus says.

The full list of InStyle and Audi Women of Style Award winners are:
Readers’ Choice: Miranda Kerr
Beauty: Co-winners Miranda Kerr and Rebecca Morrice Williams
News & Entertainment: Asher Keddie
Fashion: Pamela Easton & Lydia Pearson (Easton Pearson)
Arts & Culture: Nikki Gemmell and Lally Katz
Lifestyle: Indira Naidoo
Charity & Community: Alison Thompson
Business: Kate Weiss
Design: Liane Rossler
Environment: Abigail Forsyth