February 6, 2023

Digital Marketing Education

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BMW puts media and creative into agency review

A coveted luxury auto account will be up for grabs in 2023 as BMW of North America is conducting an agency review for creative, media, social and CRM, the brand confirmed to Ad Age today. 

Omnicom’s Goodby Silverstein & Partners has held the creative account since 2018, when it took over from KBS, which later rebranded as Forsman & Bodenfors after a merger with the Swedish shop. The incumbent media agency is Interpublic’s UM, while IPG’s Performance Art handles CRM. Other roster agencies include Omnicom’s Critical Mass, whose duties include web development and digital marketing, and independent shop Anchor, which has social media.

BMW in a statement referred to the review as “part of our normal course of business,” meaning that it is a procurement-mandated review that happens on a regular basis every several years. The review, which is already underway, is expected to take the majority of the calendar year to complete.

Incumbent agencies, or their holding companies, will have an opportunity to defend their business, according to a BMW representative.

BMW spent $39 million on measure media in the U.S. from January to September last year, up from $32 million in the same period in 2021, according to Kantar. (It spent $49 million for all of 2021.)


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