BMW Cuts to KB+P, GSD&M

NEW YORK BMW said it has narrowed the field of contenders vying for its North American creative chores to MDC Partners’ Kirshenbaum Bond + Partners and Omnicom Group’s GSD&M, with a decision slated for next week.

The other finalists were independent Anomaly in New York and Interpublic Group’s The Martin Agency in Richmond, Va.

The automaker spent $150 million on ads last year, per Nielsen Monitor-Plus. According to the initial brief sent to agencies, however, the automaker will spend about $70-80 million next year [Adweek Online, Aug. 5].

Consultancy Select Resources International in Santa Monica, Calif., is handling the process.

Publicis Groupe’s Optimedia continues to handle media buying and planning, which are not part of the review.

BMW and incumbent Fallon, a Publicis Groupe agency in Minneapolis, split in June as the business was put into play. Fallon had handled the account for 10 years.

BMW is holding a separate review for the estimated $25 million Mini Cooper account, resigned by MDC’s Crispin Porter + Bogusky in Miami last month so the shop could take on the Volkswagen business. The contenders in that review are independents Butler, Shine, Stern & Partners in Sausalito, Calif., Mother and StrawberryFrog, both in New York.

—Adweek staff report