GSD&M to lead
A BMW spokeswoman said GSD&M, part of Omnicom Group, will be the lead agency, backed up by Publicis, part of Publicis Groupe. The creative work will involve TV, radio, interactive and outdoor, and the spokeswoman said it hadn't yet been determined which of the two shops will be handling which media.
The review also involved BMW's other two roster shops, Publicis, New York, and WPP Group's Grey Worldwide, Los Angeles.
Mark Bateman, CEO of Publicis in Dallas, declined to comment, as did spokespeople for Publicis, New York, and for GSD&M. A Grey spokesman didn't immediately return a phone call.
The result doesn't impact other, ongoing BMW marketing efforts, such as Publicis New York's certified pre-owned campaign or GSD&M's national brand work. But it does cover creative duties for BMW dealers and for its dealers association, which spent $153.6 million on advertising last year, according to TNS Media Intelligence.
A BMW spokeswoman wouldn't confirm that total, but said spending would be consistent with prior years.