BMW Eyes 5 Finalists Out West

LOS ANGELES BMW of North America has named five finalists in the review for the creative portion of its $30 million Western U.S. regional account, according to Select Resources International, the consultancy leading the search.

The finalists are: Grey Global Group’s Grey in Los Angeles; Publicis Groupe’s Publicis & Hal Riney in San Francisco; independent shops Heil-Brice Retail Advertising in Newport Beach, Calif., and Secret Weapon Marketing in Santa Monica, Calif.; and the incumbent, Mendelsohn|Zien Advertising in Los Angeles, which is partly owned by Hakuhodo.

Not advancing were independents Butler, Shine, Stern & Partners in Sausalito, Calif.; The Concept Farm and WongDoody, both in Los Angeles; and VitroRobertson in San Diego.

Following creative presentations, the Woodcliff Lake, N.J.-based client is expected to select an agency by early December.

BMW’s Western region encompasses 76 dealers in 13 Western states, including California, Nevada, Washington and Oregon. Regional ad efforts will focus on convincing consumers to take BMW test drives, the client has said.