BMW shifts agencies in Brazil

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SAO PAULO -- BMW, the German car maker, has moved its $2.5m Brazilian advertising account from W/Brasil to Denison Brasil, Sao Paulo. The new agency will handle the account in partnership with Scholz & Friends, Hamburg, adapting some of the German ad agency's creative work for the Brazilian market.

Currently, a $60,000 international campaign is running in Brazil, created by English agency WCRS. The ads can be seen also in publications including Time, Newsweek, Forbes, and the Wall Street Journal. BMW's direct marketing account in Brazil continues to be held by AT Kerney.

Between 1994 and 1996 BMW sold a total of 3,180 cars in Brazil or about 1% of the market.

Copyright March 1997, Crain Communications Inc.

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