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.