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The two, new groups will remain autonomous and will be handled separately by the agency for now. But BMW western region marketing manager Gary Terlecki said the in-sync selection presents consolidation opportunities that may lead to the development of a broader, statewide strategy and consistent marketing message.
‘The dealer associations and Mendelson/Zien are currently assessing the qualities of BMW’s two largest California markets to determine whether a market-oriented or a statewide strategy will enable us to deliver the strongest tactical program,’ Terlecki said.
The groups represent BMW’s largest and third-largest U.S. marketing areas, respectively.
The win puts M/Z back in the auto business. The agency handled Acura dealers in California, Oregon, Washington and Texas until last year. Their campaigns pitted the Acura against the BMW.
M/Z competed with Gardner Communications/S.F. in the final rounds of both reviews. Goldberg Moser O’Neill, Citron Haligman Bedecarre, both S.F., and Stein Robaire Helm/L.A. participated in earlier rounds. The first list included 16 agencies from both L.A. and S.F.
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