BMW is looking for a fresh start with its U.S. advertising as the automaker has announced that it’s looking for agency support in three specific areas: national brand creative, regional and dealer creative work and multi-cultural/diversity marketing efforts.
Not long after GSD&M decided to end a five-year relationship and resign the BMW account in October of last year, MDC’s KBS+P was tasked with handling national creative on a project basis. As for the other two areas, regional/dealer creative responsibility fell on Grey back in 2008 while multicultural marketing work was split between Matlock Advertising and Public Relations in Atlanta and Bromley in San Antonio.In a statement, BMW North America VP, marketing Dan Creed says, “This review is part of the standard long-term strategic planning of our brand. All of our agencies have made valuable contributions to BMW and we hope that they will participate in this review.”