BMW Motorcycles Gets New Agency

  • May 1, 2012

BMW Motorrad USA, the motorcycle division of BMW of North America, has selected The S3 Agency as its new Agency of Record. The Boonton, NJ, independent, woman-owned agency bested five other agencies for the estimated $2 million account. This is the brand’s first AOR since 2008. The S3 Agency will be responsible for creative and media services across advertising, online and social networks.

A company release said the agency will be tasked with redefining the brand’s voice and cultivating an increased sense of community for BMW riders. Social media will be taking a more prominent place in this effort, per the company.

“We chose to return to an Agency of Record relationship to ensure a more cohesive cross-channel message – and we chose The S3 Agency because of their demonstrated ability to strategize and execute breakthrough campaigns across today’s consumer touchpoints,” said James Callahan, Marketing Communications Manager for BMW Motorrad USA.

Formerly the Agency of Record for Aston Martin North America The S3 Agency client list includes Tata Beverages (Eight O’Clock Coffee, Good Earth Tea, Tetley Tea), Smashburger and Wyndham Worldwide.

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