• August 26, 2011

BMW of North America has tapped MDC Partners' Kirshenbaum Bond Senecal + partners (kbs+p), based in New York as lead agency for national brand creative and regional and dealer creative work in the U.S.   "Kirshenbaum Bond Senecal & Partners hit a home run and left no doubt in our minds that they are the clear choice for the lead creative agency selection" said Dan Creed, VP, marketing, BMW of North America, in a statement.

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.