In a telephone press conference last night BMW North America announced it has selected GSD&M, Austin part of Omnicom Group, Inc. (NYSE:OMC) as its new US advertising agency. In 2004, according to TNS Media Intelligence, BMW spent close to $150 million in measured media advertising.
GSD&M was selected from a group of 4 finalists replacing the previous ad agency, Fallon of Minneapolis the previous agency did not compete for the BMW account. The almost six month search for a new national ad agency was spearheaded by Select Resources International.
GSD&M will work with BMW to create national broadcast spots and print ads, which will communicate the vibrancy of the brand. Publicis (New York, NY/Dallas, Texas) and Grey will continue as BMW’s regional ad agencies.
During the conference, said Jack Pitney, Vice President, Marketing, BMW of North America. said, “We feel confident that GSD&M will offer us a fresh, exciting perspective and an inventive new edge for the BMW brand.” Continuing, he added, “BMW has carved out a unique niche in the industry by placing a premium on constant innovation and creativity. We believe GSD&M is the right agency to help us memorably convey the outstanding qualities of our brand to the public.”
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