BMW Places Its Motorcycle Account in Play

BMW Motorcycles has put its estimated $3-5 million ad account into review, sources said.
The business was initially expected to be shifted to Fallon McElligott in Minneapolis, the agency that handles the estimated $70 million BMW car account, prior to the dissolution of incumbent Fallon McElligott Berlin. New managers in the motorcycle division of the Woodcliff Lake, N.J.-based company, however, want to choose an agency themselves, sources said.
Jeff Glasserow, chief executive of the GMA Group in Lebanon, N.J., the consultancy assisting in the review, confirmed that six to eight shops have met with BMW executives. The client did not return calls.
It was unknown at press time whether media chores, currently handled by DeWitt Media here, were also in review. The media planning and buying account for BMW cars, also at DeWitt, is also currently in play. DeWitt Media chief executive Gene DeWitt was not available for comment.
The defunct Fallon McElligott Berlin, some of whose managers opened Berlin, Cameron & Partners in November, had handled the BMW motorcycle account since 1995. BC&P is not vying for the business, said sources, nor is Fallon McElligott.
The last work from FMB for BMW was a spot for the F650 model. It featured a motorcyclist who races through the streets of Prague, Czechoslovakia, to watch an old episode of Get Smart. There was no tagline.
Sixth-ranking BMW has a 2 percent share of the U.S. motorcycle market, according to D.J. Brown Composite Index, behind leader Harley-Davidson. –with Aaron Baar