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NEW YORK BMW of North America has consolidated creative duties on its regional dealer advertising at Grey West in San Francisco after a review, the client confirmed today. Major media spending is estimated at $80 million.
In addition, Grey West will now handle create ads for BMW’s national certified pre-owned business. The assignment includes traditional advertising, interactive ads, direct marketing and promotional efforts, according to a Grey representative.
Previously, creative duties on BMW’s four regions were split among four shops: WPP Group’s Grey West (Western), Omnicom Group’s GSD&M Idea City in Austin, Texas (Central) and Publicis Groupe units Publicis in New York (Eastern) and Publicis Mid-America in Dallas (Southern).
The regional contest came down to Grey West (which pitched with help from its New York office) and Publicis in New York and Dallas, said sources.
GSD&M,
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