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BMW Group reviews media buying worldwide

Published on .

BMW Group, Munich, is reviewing media buying on a global basis. Newly appointed Manager for Media Buying and Strategy Hildegard Wortmann, 32, confirmed the streamlining exercise will encompass the entire group, including Rover. Currently, local BMW offices decide on media buying arrangements in their markets, with the result that the carmaker has some 16 different media agencies. BMW spent $706.3 million on advertising in 1997, more than 77% of that outside the U.S., according to Advertising Age International.

Copyright May 1999, Crain Communications Inc.

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