BMW OPENS MULTICULTURAL REVIEW

Incumbent Washington Daniel Advertising Will Defend Account

By Published on .

NEW YORK (AdAge.com) -- BMW of North America is starting a review for its multicultural account. The incumbent, Washington Daniel Advertising, Chicago, will defend, a spokeswoman for the automaker said.

The agency's contract "is up at the end of the year, and we feel it's appropriate to look at what's out there," she said.

Billings not disclosed
BMW declined to discuss the account's billings.

BMW won't use a consultant. The spokeswoman said she didn't know how many agencies would be invited to pitch.

A decision is expected by the end of the first quarter.

Washington Daniel was named BMW's first multicultural agency of record in July 2000. The bulk of its work for BMW has been magazine ads, including Spanish-language ads and executions targeting African Americans.

The agency could not be reached for comment.

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