$150 Mil. BMW Media Buying Moves to GSD&M

DALLAS BMW North America has shifted its media buying duties to GSD&M without a review, a month after awarding the Omnicom Group agency creative and media planning duties, sources said.

Publicis Groupe’s Optimedia in New York had handled BMW’s buying chores.

That gives the Austin, Texas-based agency control of all facets of the client’s $150 million account, except for online chores, which are handled by MDC Partners’ Dotglu in New York.

GSD&M declined comment on the new media buying duties and referred calls to the client, where representatives could not be reached. Optimedia declined comment.

GSD&M won the creative and media planning assignments a month ago following a review [Adweek Online, Nov. 18]. MDC’s Kirshenbaum Bond + Partners in New York was the runner-up after The Martin Agency and Anomaly were eliminated. Fallon in Minneapolis, a unit of Publicis Groupe, had handled the business, but parted with BMW when the review began.