BMW Reviews to Spread the 'Joy'

The automaker is looking for a new agency

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Is BMW still the Ultimate Driving Machine?

Dan Creed, the German automaker’s head of North America marketing, bristles at the suggestion the iconic tagline, introduced in 1975, has been mothballed. As evidence, he notes the current “Story of Joy” campaign is based on its premise.

“We’ve never gotten rid of the ‘Ultimate Driving Machine,’” says Creed. “‘Joy’ goes to the question of what it means to drive the ‘Ultimate Driving Machine.’”

Last month, Creed, who was named to the job in September, embarked upon a review for most of BMW’s U.S.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in