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BMW Picks KBS+P As Ultimate Ad Machine

BMW of North America has tapped MDC Partners' Kirshenbaum Bond Senecal + partners as lead agency for national brand creative and regional and dealer creative work in the U.S. The choice comes after a review that BMW launched in March. BMW said it would name the new multicultural firm later.

Kbs+p has handled national creative for BMW USA on a project basis since October 2010. The agency also owns Dotglu, which BMW has used for digital marketing and CRM in the U.S. This current contract will run for the next three years. Universal McCann will continue to handle the national and regional media planning and buying activities for BMW in the U.S.--Karl Greenberg

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