BMW is in the initial phase of an extensive public-relations review to get PR help on two areas, according to a report by Advertising Age, an affiliate of Automotive News. The first area is on consumer marketing, brand communications and auto shows. Meanwhile, the second area is related to its Olympic sponsorship.
Search consultancy Roth Associates is helping in the review process. This move could hurt BMW’s 13-year relationship with Rubenstein. Stacy Morris, marketing communications manager at BMW, said, “We've managed to take a lot of time with Rubenstein without having to do the review, so it's time to review as part of our normal operating procedures."
She explained that Rubenstein was invited to be a participant in the review, which it has since accepted. Fleishman-Hillard was also invited to join the review. BMW works with the Omnicom Group agency on social media and Olympic PR. BMW sponsors U.S. Olympic and Paralympic teams through the 2016 Games.
Morris said that Fleishman-Hillard has accepted on Olympics but there’s no confirmation yet if it will be tasked to do PR for the other aspects of the business.
Morris admitted though that the firm is hesitating because of a possible conflict with General Motors Co. Morris clarified that the review is being done not because it’s not satisfied with the agencies’ performance. Rather, she said that the formal review process is being conducted as part of BMW's corporate policy on working with agencies. [source: AdAge]