BMW places media and artistic into company evaluate

A coveted luxurious auto account can be up for grabs in 2023 as BMW of North America is conducting an company evaluate for artistic, media, social and CRM, the model confirmed to Advert Age on Tuesday. Advert Age is an affiliate of Automotive Information.

Omnicom’s Goodby Silverstein & Companions has held the artistic account since 2018, when it took over from KBS, which later rebranded as Forsman & Bodenfors after a merger with the Swedish store. The incumbent media company is Interpublic’s UM, whereas IPG’s Efficiency Artwork handles CRM. Different roster businesses embrace Omnicom’s Crucial Mass, whose duties embrace net growth and digital advertising, and impartial store Anchor, which has social media.

BMW in an announcement referred to the evaluate as “a part of our regular course of enterprise,” which means that it’s a procurement-mandated evaluate that occurs frequently each a number of years. The evaluate, which is already underway, is anticipated to take the vast majority of the calendar 12 months to finish.

Incumbent businesses, or their holding firms, may have a possibility to defend their enterprise, based on a BMW consultant.

BMW spent $39 million on measured media within the U.S. from January to September final 12 months, up from $32 million in the identical interval in 2021, based on Kantar. (It spent $49 million for all of 2021.)