GSD&M Taps Into BMW's 'Folklore' To Win $70M+ Job
Showing up at the agency's Austin, Texas, headquarters with an oompah band clad in lederhosen that was playing "Roll Out the Barrel," the marketers of the "ultimate driving machine" warmed the BMW image with a combination of culture and tradition¿traits Japanese luxury rivals can't claim.
Trailing only Lexus among import luxury models, BMW wants the Omnicom agency to put the new 330ci and other models on the radar screens of busy executives who fit the profile of its buyers but haven't considered the brand in the past, sources said.
BMW is also giving GSD&M a chance to compete with Grey in New York and Publicis offices for dealer ads, said Patrick McKenna, BMW director of marketing communications.
Full article here