• September 16, 2011

BMW of North America has completed a multicultural and diversity marketing agency review for both BMW and MINI USA. Matlock Advertising and Public Relations in Atlanta has fought off challengers to stay on as ultimate agency driving multicultural (I had to work "ultimate" and "driving" in somehow), but will have to share the hilltop with NYC- based Ramona. Ramona is a division of MDC's Kirshenbaum Bond Senecal + partners (kbs+p), who was recently named lead creative agency for BMW USA.

"Both of these agencies bring a unique set of strengths to the table that will compliment BMW," said Dan Creed, VP marketing, BMW of North America in a statement.

At little bro Mini USA, SandersWingo Advertising in Austin, TX has gotten the nod to support all the diversity marketing activities for the brand, which is about to roll out the Mini Coupe.

"MINI's customer base is becoming increasingly diverse as our vehicle lineup expands, and Sanders/Wingo Advertising clearly understands the multicultural audiences that are key for us," said Jim McDowell, vice president MINI USA, in the release. "As we continue to grow the brand, Sanders/Wingo's impressive capabilities in the areas of strategic planning and market research within multicultural segments will be crucial for increasing awareness of MINI's distinctive design, "go-kart handling" and extremely high level of customization."

Now finish that coffee and get to work!