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Publicis, Grey Score BMW Campaign

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LOS ANGELES After hearing final pitches last Thursday, BMW said it would use the New York and Dallas offices of Publicis, as well as WPP Group's Grey here, to craft a major fall campaign.

Those shops already handle regional assignments for the automaker.

The work likely will include a quartet of television spots, as well as radio, print, Internet and outdoor executions, sources said.

The Woodcliff Lake, N.J.-based client declined to specify how the tasks had been apportioned, except to acknowledge that Grey will handle the radio component.

Executives at the agencies were not immediately available for comment.

The campaign represents a national assignment left on the table when BMW split with lead shop Fallon, a Publicis Groupe agency in Minneapolis [Adweek, June 20].

Karen Vonder Muelen, BMW's manager of marketing and events communication, said a separate search for a new lead national agency, being spearheaded by Select Resources International, Santa Monica, Calif., would now begin in earnest.

The value of the fall assignment was undisclosed.

The client has spent $70 million on domestic ads through May 2005, per Nielsen Monitor-Plus.