BMW has named Interpublic's Initiative unit to handle media planning and buying in Poland. The assignment represents an expansion of Initiative's relationship with the automaker, which already uses
the shop to handle the BMW and MINI brands in seven markets across Central Eastern Europe: Bulgaria, Czech Republic, Hungary, Poland, Romania, Slovakia and Slovenia. Separately, Initiative also has
the BMW media communications business in Portugal.
Initiative Poland was awarded the business following a three-way pitch, and has already started work on the car manufacturer's media strategy
and implementation.
Initiative Austria has been coordinating media communications for BMW in the region for more than three years.
