BMW plans to spend $160 million for advertising on TV

Article by Christian A., on April 11, 2011

BMW of North America is on the search for a new ad agency. It has only been half a year since Dan Creed took over as its marketing chief. Two months after Jack Pitney accidentally died, the 44-year-old Creed took over on October 1.

Creed’s first decision was to go back to advertising in the Super Bowl after being absent for a decade. BMW's lead agency, Omnicom Group's GSD&M Idea City, made a surprise announcement in late October that its five-year partnership with BMW will end on Jan. 1.

It can be recalled that internet critics wasted no time in expressing their disgust at BMW’s move to replace its "Ultimate Driving Machine" tag line with the "Joy of Driving" campaign developed by GSD&M. BMW responded by saying that that its slogan remains in use.

In March, Creed officially launched the search for an agency to manage national brand, regional and dealer advertising, and multicultural marketing.

Presently, the work is being accomplished by several agencies. Although BMW expects advertising costs to be higher in 2011 than last year, the carmaker won’t spend more than it did before the recession.

Creed declined to say exactly how much its marketing budget is but he says that the new ads will concentrate on TV and social media.

In fact, BMW plans to spend $160 million for TV alone. He cited that this will be how new and redesigned vehicles like the X3 crossover will be promoted. In the later part of 2011, BMW is set to launch campaigns that emphasize the innovations and technologies that make it stand out from its rivals.

Topics: bmw, advertising

If you liked the article, share on:

Comments

Recommended

Hyundai is introducing a new 2018 Accent that is not only wider and longer, but is now also sporting a new look that is more serious than the previous model....
by - February 20, 2017
Fans and enthusiasts of the BMW M2 in the United States could now rejoice. This comes as their favorite BMW M2 is getting a limited edition version as prepped by...
by - February 20, 2017
Carmakers usually leave us thirsty for information on whether they would introduce a new, refreshed or face-lifted vehicle and on when they intend to launch it. There are reasons for...
by - February 20, 2017
Cadillac’s CT6 full-size prestige-luxury sedan is still somewhat new. It has been offered to the global auto market for two model years – 2016 and 2017. But for those who...
by - February 19, 2017
In many industries, it is the rivalries that make things exciting. In basketball for example, there is the well-known rivalry between the Los Angeles Lakers against the Boston Celtics. For...
by - February 19, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries