BMW Group Financial Services has named Partners + Napier its agency of record following a competitive review managed by Hasan & Co. Incumbent agency WPP's G2, now known as Geometry Global, did not participate in the review.
BMW Group Financial Services provides leasing and financing options for BMW, MINI Rolls Royce, and BMW Motorrad dealers and customers. They also offer a family of branded credit cards through BMW Bank of North America and a suite of protection products.
As agency of record, Partners + Napier will handle customer marketing, dealer marketing and bank marketing across the BMW Group brands. The agency will support key areas for growth including customer retention and customer brand messaging, with deliverables including direct-response programs, data analytics and predictive modeling, digital marketing, retail materials, and asset management. Partner agency Sigma Marketing Insights will support the customer analytics needs of the business.
“Partners + Napier demonstrated total passion for our business and they really listened to us, bringing creative ideas that were true to our brand” said Curtiss Smith, Marketing Manager at BMW Group Financial Services. “We wanted a smart, responsive, and dedicated partner that can bring us industry-leading creative solutions, and we’re very happy with our decision.”
The first work under this new arrangement will debut in October.
Meanwhile, this is the fourth major account win for Partners + Napier this year across many different channels. In addition to BMW Financial Services, the agency is responsible for Con Agra's Rotelle brand for digital, Bob Evans Sausages for Shopper Marketing, and Tecgen for business-to-business marketing. The agency, with offices in New York City, Rochester, and San Francisco, is part of Project: WorldWide, an independent global network of complementary agencies.