BMW Taps GSD&M for Holidays

DALLAS Omnicom Group’s GSD&M has added to its BMW cache, picking up the automaker’s holiday retail advertising assignment following a review, according to sources.

The Austin, Texas-based agency already handles BMW’s $180 million national creative and media business, having supplanted Publicis Groupe’s Fallon as the client’s lead brand agency after a review that concluded last November.

The shop also competes with other BMW roster agencies for regional dealer work and special assignments on an as-needed basis.

Executives at GSD&M and BMW could not immediately be reached for comment.

Publicis’ offices here and in New York as well as WPP Group’s Grey in Los Angeles competed against GSD&M for the holiday campaign, sources said. Those shops are also on the BMW roster.

The seasonal effort includes TV, radio and print executions set to break on or around Thanksgiving, according to sources. GSD&M will also build a BMW holiday microsite.

The holiday budget could not immediately be determined.

GSD&M’s most recent work for BMW in its ongoing “Ideas are everything” campaign broke in May and includes a 30-second commercial called “Wrecking Ball.” That spot shows classic works of art and architecture being destroyed, and portrays BMW’s high-tech assembly plant in Leipzig, Germany, as “a place where artistic vision is protected, where inspired ideas live on to become ultimate driving machines.”