NEW YORK Kirshenbaum Bond + Partners has gained a lesser victory after its defeat in the review for BMW's $70 million-plus national advertising account—the agency's Dotglu interactive unit will redesign the carmaker's Web site among other duties.
Dotglu will partner with Omnicom Group's GSD&M, the Austin, Texas, agency that prevailed in the national ad review, while also handling customer relationship management, direct and interactive marketing, and the redesign of the company's Internet site, according to the client. The value of the assignment was not disclosed.
"One of the first orders of business, after we hired GSD&M, was to get a CRM agency on board," said BMW representative Karen Vonder Muelen.
BMW has never had a dedicated CRM agency, she said, adding that Fallon in Minneapolis had handled some interactive assignments and Ritta & Associates in Englewood, N.J., worked on direct mail. The Woodcliff Lakes, N.J.-based client will continue to work with Ritta.
MDC Partners' KB+P in New York was the last agency cut from the review for BMW's national advertising chores. Independent Anomaly in New York and Interpublic Group's The Martin Agency of Richmond, Va., also made final presentations, but were cut a week before a decision was made.