BMW 3 Series goes with one shop for each region

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[Munich, Germany] In a global introduction of the first new BMW 3 Series in eight years, BMW is working with one agency per region to develop three different campaigns rather than using 17 different shops as the company has in the past for its best-selling model.

The rollout starts with a TV and print campaign for continental Europe by BMW's long-time agency Jung von Matt, Hamburg, Germany, with the tagline "Driving Force." For the U.S. introduction in May, and the U.K., Publicis Groupe's Fallon Worldwide, Minneapolis, is doing a campaign with the tagline "1,2,3." Asian work breaks this summer with the tagline "Enter the next level." The Asian assignment is being handled by Omnicom Group's BBDO InterOne, Duesseldorf, which has Asian offices in Bangkok and Beijing.

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