BMW Adds Two New US Diversity Shops

BMW of North America has finalized the last part of its agency review launched last spring, adding two new multicultural shops to its roster: Ramona was named BMW USA’s Hispanic agency of record and Sanders\Wingo Advertising assumes all diversity marketing for Mini USA.

Matlock Advertising and Public Relations, Atlanta, retains BMW’s marketing duties for the African-American market. However, Austin, TX-based Sanders\Wingo replaced Matlock as the multicultural shop on Mini.

Ramona, NY, which takes over from Bromley Communications, San Antonio, is a unit of MDC’s Kirshenbaum Bond Senecal + Partners, which last month won duties as BMW USA’s lead creative shop.

“Both of these agencies bring a unique set of strengths to the table that will compliment BMW,” Dan Creed, vp, marketing, BMW North America said in a statement. “We are looking forward to working with our talented roster of new agencies as we continue rolling out our strong product offensive. ”

In March Creed, named as the head of BMW’s North America marketing last September, launched a review for most of its US agency business. KBS+P prevailed after the auto marketer narrowed the field of contenders to also include The Martin Agency, Richmond, VA; Gotham, NY; Grey West, SF and Cundari, Toronto.

Roth Associates in New York, managed the multi-cultural and general market

searches.