BMW SELECTS EIGHT AGENCIES FOR AD REVIEW
National Creative Work Valued at $70 Million
CRISPIN PORTER NOT INVITED TO PITCH $160 MILLION BMW ACCOUNT
Automaker Decides to Keep BMW and Mini Brand Agencies Separate
BMW CONTACTS AGENCIES FOR $160 MILLION AD ACCOUNT
Request for Information Due Back in Two Weeks
BMW AND FALLON PART, ACCOUNT GOES INTO REVIEW
Ends 10-Year Relationship That Created Ad Film Series
The automaker identified the finalists as the independent Anomaly Communications of New York; MDC Partners’ Kirshenbaum Bond & Partners of New York; Omnicom Group’s GSD&M of Austin, Texas; and Interpublic Group of Cos.' Martin Agency of Richmond, Va.
Earlier than planned
The automaker made its cut from eight semifinalists earlier than initially planned, having said it would narrow the list in October.
BMW divides brand advertising duties between a national account, valued at $70 million, and a regional one, valued at approximately $90 million. Regional responsibilities are handled by Publicis Groupe's Publicis, New York and Dallas, and WPP's Grey Worldwide, Los Angeles.
BMW has said it plans to name a winner in the national account review by year’s end.
Incumbent bowed out
BMW’s agency for 10 years, Publicis’ Fallon Worldwide, Minneapolis, which in 2001 unveiled its much-lauded series of short films, The Hire, opted to resign the account when the review was announced in mid-June.
Jack Pitney, the successor to longtime BMW marketing chief James McDowell, put the account in play only two months after switching jobs with Mr. McDowell, who now heads marketing at BMW's Mini USA arm as vice president of sales and marketing.