BMW Shifts Global Chores to GSD&M

Omnicom Group’s GSD&M Idea City has expanded its BMW assignment, with the automaker naming the shop here as its lead global agency for duties previously shared among various resources.

BMW’s first global work via GSD&M will use the central theme “Joy” and it will be adapted across all media worldwide including the Internet, car shows and events, the client said today.

That work rolls out in Europe this summer and hits the U.S. in early 2010. Last week, the shop — already BMW’s lead U.S. agency — launched a multimedia effort tagged, “Expression of joy.”

Global ad spending was not immediately available.

“We are delighted to have an agency such as GSD&M Idea City with the potential to set further creative benchmarks with BMW global brand communications in the future. We will be working with our partner to continue sharpening BMW’s brand profile through focused and emotional communications,” said Jan-Christiaan Koenders, director brand communication, BMW and group marketing services, in a statement.

Some non-U.S. BMW roster shops are Media Audience Beratung in Germany; WCRS in the U.K.; and DDB, which works for the client in Canada and Asia-Pacific markets.

GSD&M is currently facing off against Interpublic Group’s Universal McCann for the carmaker’s estimated $200 million media business. GSD&M is the incumbent on that assignment. A decision in the media review is imminent.

BMW has suffered along with most other carmakers during the recession. All told, for the first four months of 2009, BMW said its flagship brand sales slumped 22 percent (317,722 cars).


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