BMW Gives Shops Two Routes

BMW of North America is expected to view presentations from the five ad agencies contending for its $70-million account during the first week of February. The agencies now must decide to take the Ammirati tagline or impress the client with a new positioning.
Executives from McCaffrey and McCall; McCabe & Co.; TBWA; all of New York; Earle Palmer Brown, Bethesda, Md.; and Mullen Advertising/Wenham, Mass., returned from a trip to Germany two weeks ago in which they toured BMW’s facilties and met with executives. The assignment they were given includes marketing strategy and spec creative, as well as media strategy. Media buying services are also vying for that portion of the business.
BMW evp/sales Victor Doolan, while liking BMW’s current positioning, has told agencies that they can pitch totally new positioning that includes strategy for implementing the plan globally, said a source. But, Doolan told agencies, they can also continue ‘The Ultimate Driving Machine,’ theme launched by Ammirati.
‘As long as its well defended, there is no right or wrong road,’ said one agency executive.
Copyright Adweek L.P. (1993)