BMW of North America has started its search for the agency that will handle its creative work in the U.S. It was five months ago that Omnicom Group's GSD&M split from the carmaker. Dick Roth of Roth Observatory International will oversee the search.
Roth will assess the prospects on three key areas: national brand creative, regional and dealer creative work, and multicultural marketing. Kantar said that in 2009, BMW spent almost $140 million on U.S. measured media.
In 2010, this figure rose to almost $160 million. It’s expected that BMW will spend even higher in 2011. BMW said that the review will be completed in the fall. BMW has been saying that it’s being aggressive with its marketing campaign.
One clear proof of this is when BMW came back to the Super Bowl this year after staying away for 10 years. The agencies that BMW has been working with will be asked to participate in the review.
In a statement, Dan Creed, vice president of marketing at BMW of North America, said that this review is part of the standard long-term strategic planning of its brand. Since October, MDC Partners' Kirshenbaum Bond Senecal & Partners has handled national creative on a project basis.
Since 2008, WPP's Grey West has been the incumbent for regional dealer advertising. Meanwhile, Matlock Advertising and Public Relations and Bromley Communications have been splitting the work related to BMW's multicultural business.