Combined, the accounts are worth some $90 million in billings annually.
Grey, the incumbent on BMW's regional account in the West, bested Publicis, whose New York and Dallas offices handled two of the other four regions. Omnicom Group's GSD&M Idea City, Austin, Texas, BMW's national creative shop, also had one region.
Grey will handle creative, interactive, direct marketing, events and point-of-sale materials for the regional dealer groups.
Media review continues
Separately, BMW confirmed it has five finalists for its U.S. media review: incumbent GSD&M; Aegis Group's Carat; Interpublic's Universal McCann; Horizon Media; and Targetcast. The review includes media duties for the regional dealer accounts.
The agencies will present in January, with a decision expected by the end of that month, a second BMW spokesman told Advertising Age. "Essentially we are looking for efficiency in a solid partner," he said, adding the automaker is "very happy" with GSD&M, but was asked to hold the review by its parent in Munich, Germany.