BMW Launches Multicultural Review

CHICAGO — BMW of North America is conducting a search for a multicultural advertising agency, the automaker said.

The Woodcliff Lake, N.J., company has been working with Washington Daniel, an African American target shop in Chicago. The agency has been invited to participate, BMW said.

The review, which is expected to be completed by the end of the first quarter 2003, will not affect BMW’s relationship with lead agency Fallon Minneapolis or regional agencies Publicis/Bloom in New York or Mendolsohn Zien in Los Angeles, according to a company representative.

BMW’s U.S. spending is an estimated $70 million. Billings for the multicultural assignment were not known.