The choice comes after a review that BMW launched in March. The review focused on national brand creative, regional and dealer creative work and multicultural/diversity marketing efforts. BMW said it would name the new multicultural firm later.
Kbs+p has handled national creative for BMW USA on a project basis since Oct. 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.