Last week, AdAge.com reported the automaker
BMW said Grey will handle print and broadcast advertising for the 73 retail dealerships in 13 states, including California, Nevada, Oregon and Washington. BMW said Grey will follow the guidelines of the automaker's lead agency, Publicis Groupe's Fallon, Minneapolis, and will focus its work on getting prospective customers to test drive a vehicle.
Other finalists in the pitch were independents Heil-Brice Advertising, Newport Beach; Publicis Groupe's Publicis & Hal Riney, San Francisco, and the 10-year incumbent, Mendelsohn/Zien Advertising, LLC, Los Angeles, which is minority-owned by Hakuhodo. Another independent, Secret Weapon Marketing, Santa Monica, dropped out earlier.
Select Resources International, West Hollywood, Calif., conducted the review.