March 28, 2011.
BMW of North America has announced it will hold an agency review for the majority of the BMW brand creative work in America. The announcement comes as BMW is in the midst of a significant two-year model offensive.
There are three areas of focus where BMW is looking for agency support—national brand creative, regional and dealer creative work and multi-cultural/diversity marketing efforts.
National creative has been handled by MDC Partners’ Kirshenbaum Bond Senecal & Partners in New York City on a project basis since October 2010.
WPP’s Grey West has handled creative duties for regional dealer advertising since 2008, and BMW’s multi-cultural marketing efforts were split between Matlock Advertising and Public Relations in Atlanta, GA and Bromley Communications in San Antonio, TX.
“This review is part of the standard long-term strategic planning of our brand,” said Dan Creed, Vice President, Marketing, BMW of North America. “All of our agencies have made valuable contributions to BMW and we hope that they will participate in this review.”
The search will be conducted by Richard Roth of Roth Observatory International.
Interested agencies should contact Roth.
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