SRI to Lead BMW Search

NEW YORK BMW of North America has hired Select Resources International to manage the carmarker’s search for a new ad agency to handle national creative duties following its split with 10-year incumbent Fallon, sources said.

SRI, a Santa Monica, Calif.-based consultancy that previously handled the 2003 review for BMW’s Western regional dealers account, was selected over two New York search specialists: AAR Partners and Roth Associates, said sources.

SRI declined comment, and the Woodcliff Lake, N.J., client could not immediately be reached.

BMW had invited Publicis Groupe’s Fallon to defend the estimated $150 million account, but the Minneapolis agency said it resigned the business at the start of the review [Adweek Online, June 17].

Sources said they expect the review to last several months.