7 Shops Chase BMW’s Creative Business

Agency visits begin next week

BMW of North America’s executives will start visiting agencies next week in the review of its creative business.

The assignment includes national and dealer group advertising directed at the general market as well as African Americans and Hispanics. Total media spending runs about $160 million a year. 

Seven shops are competing for the general market piece, including Hill, Holliday, Connors, Cosmopulos; The Martin Agency; Gotham; The Kaplan Thaler Group; and roster shops Kirshenbaum Bond Senecal + Partners (national projects) and Grey (dealer ads). Grey is only pursuing the dealer piece. The seventh shop could not be ascertained.

Three agencies are chasing the multicultural segment, including incumbents Matlock Advertising and Public Relations (African American) and Bromley Communications (Hispanic). The third shop has yet to be identified.

The contenders emerged from a pack of more than 20 shops that replied to BMW’s initial request for proposals. Based on the agency visits, BMW will select a handful of finalists. Among the key decision-makers is Dan Creed, vp of marketing. Roth Associates in New York is managing the search, which BMW hopes to complete by late August.