BMW Group Mexico Names FCB as Creative and Digital Strategy Agency

By Erik Oster 

FCB has again expanded its relationship with BMW, with BMW Group Mexico (which includes BMW, Mini and BMW Motorrad) and BMW Group San Luis Potosí Plant appointing FCB México to handle creative and digital strategy.

“For BMW Group Mexico, creativity has been a fundamental element to achieve success, and we aim to continue positioning ourselves as the most innovative brand in the luxury segment of the automotive industry,” Hernando Carvajal, BMW brand marketing director for BMW Group Latin America said in a statement. “For this reason, we have chosen FCB Mexico as our creative agency and we are sure that with their knowledge and vision, they will serve as one of the engines that helps us stay on the right path, strengthening the Group’s presence in the marketplace.”

The appointment follows the year’s largest review in the country, according to a statement, which included the top agencies in Mexico.


“It is a great honor that BMW Group Mexico and BMW Group San Luis Potosí Plant have chosen us as their agency. We are incredibly excited and honored to be part of the Group,” FCB México CEO Eric Descombes said in a statement. “FCB is undoubtedly one of the most creative agencies globally and maintains a high value proposition, offering a portfolio of tools that integrate innovation, strategy, data science, CRM, social media and highly engaged digital content, among other services.”

The appointment follows creative data marketing agency FCB/SIX being appointed as BMW’s CRM agency of record in the U.S. and Canada. It also comes on the heels of FCB’s selection as Adweek Global Agency of the Year earlier this month.

In a statement, FCB México CCO Ana Noriega thanked BMW Group Mexico and BMW Group San Luis Potosí Plant for the selection and congratulated everyone at FCB on the win.

“We set a very ambitious goal for the first meeting, where we demonstrated that we know what it takes from a marketing standpoint for a company to excel,” she added. “Our vision is focused on improving the customer journey with the brand, using data to drive decisions and ensuring they optimize their journey at each point of contact. We are sure that together we will develop ideas and campaigns that will help strengthen and move the brand forward.”