Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BMW pushes 'Responsiveness'

Published on .

BMW of North America breaks a major branding push on TV Aug. 11 touting driving performance. BMW will spend about $30 million through the first quarter of 1998. Print for the "Responsiveness" campaign breaks in September. Fallon McElligott, Minneapolis, used cameras mounted on BMWs for the five, 30-second, b & w spots. BMW, which just reported its best seven-month U.S. sales in its history, plans to increase its annual advertising budget of $80 million by about 10%.

Copyright August 1997, Crain Communications Inc.

Most Popular
In this article: