AuditStar Guides BMW’s Media Review

LOS ANGELES BMW has hired AuditStar, a London-based consultancy, to guide its $155 million media review, a representative for the automaker has confirmed. Omnicom’s Group’s GSD&M Idea City in Austin, Texas, the BMW media incumbent since November 2005, is defending. GSD&M is also the lead creative agency on the account.

Manuel Reyes of AuditStar partner Cortex Consulting Group in Ocala, Fla., is overseeing the review process in the U.S., BMW said.

The media review, as well as a procurement-driven consolidation of BMW’s estimated $80 million regional creative — now being contended between Publicis in New York and Dallas as well as WPP Group’s Grey West, San Francisco — are expected to conclude by the end of November.

Woodcliff Lake, N.J.-based BMW spent $155 million advertising in 2007. Sales were down 30 percent in September and 10 percent on the year to 196,000 units, per Car Concepts.