Concept Farm Wins BMW Cycles

NEW YORK The Concept Farm has landed creative duties on BMW Motorcycles’ estimated $7 million marketing services account, the client confirmed.

The client selected the New York independent after a review in which there were two other finalists: Brooklyn Brothers and the G2 unit of WPP Group’s Grey Global Group, both in New York [Adweek Online, April 17]. Final presentations took place last month at the client’s headquarters in Woodcliff Lake, N.J.

Concept Farm pitched with The Media Kitchen unit of MDC Partners’ Kirshenbaum Bond + Partners in New York, and Media Kitchen will handle media planning on the account, said Laurence Kuykendall, community and communications manager at BMW Motorcycles. Media buying duties remain at Icon International in Stamford, Conn.

The creative assignment includes traditional and interactive advertising as well as event marketing, with about $4 million of the $7 million to be spent on traditional ads, according to Kuykendall. Concept Farm’s first work (for BMW’s Xplor initiative) is expected in late summer, Kuykendall said.

The new agencies take the reins from Omnicom Group’s Merkley + Partners in New York, which split with the client and declined to participate in the review. Merkley had handled the account since 1998.