BMW plans to spend $160 million for advertising on TV

Article by Christian Andrei, 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

Login or Create new account to add a comment!

Recommended

More positive news has been pouring in before the year ends. For those who have been waiting to hear the latest word on Toyota 86, we have some great news....
by - December 10, 2016
Hyundai is making the green vehicle race more competitive by offering three powertrain types -- pure electric (EV), hybrid (EV plus combustion engine) and plug-in hybrid (PHEV) – in one...
by - December 9, 2016
Although specs for the new Renault Megane had already surfaced several weeks ago, we didn’t know that the company has cooked up something new. Aside from the 200hp gasoline, Renault‘s...
by - December 9, 2016
For the first time in fifty-eight years, Infiniti registers its first US-Spec Q60 Coupe in Cuba. American products have not been allowed entry into Cuba for six decades. But it...
by - December 9, 2016
Chevrolet has already given out the pricing for some of its 2018 Equinox models. Not only will the new Equinox be available in both the US and Canada, it is...
by - December 9, 2016
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