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UM Holds Onto BMW Media Account After Review

The Interpublic Agency Also Picks Up Planning for BMW-Owned Mini

By Published on .

The new BMW M2 Coupe with its predecessors, the BMW 1 Series M Coupe and the BMW 2002 turbo
The new BMW M2 Coupe with its predecessors, the BMW 1 Series M Coupe and the BMW 2002 turbo Credit: BMW

Interpublic Group's UM has retained BMW's North American media planning and buying account after a review. The agency has also picked up media planning for BMW-owned Mini, after previously handling buying.

A BMW spokesman confirmed the moves.

The automaker put the BMW brand into review in May 2015, amid a frenzy of other media reviews across various industries that has been dubbed Mediapalooza. UM first won BMW in 2009.

BMW spent $314.1 million on advertising in the U.S. in 2015, ranking it as the nation's 136th largest advertiser, according to the Ad Age Datacenter.

BMW's creative advertising has been handled by KBS. Recent campaigns include an interactive 360-degree film featuring model Gigi Hadid that was used to plug the automaker's new M2 vehicle. Recent spending on Mini included a 2016 Super Bowl ad called "Defy Labels" by Butler, Shine, Stern & Partners.

BMW and Mini are expected to release an Olympics-themed campaign soon. The two brands are official sponsors of the United States Olympic Committee.

Vehicle sales for BMW North America fell by 10.2% in the first six months of 2016 to 179,192 vehicles, according to data compiled by Automotive News.

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