BMW Appoints The Community As Its New U.S. Hispanic AOR
- by Steve McClellan @mp_mcclellan, November 4, 2015
BMW of North America has appointed the community (formerly La Comunidad) as its U.S. Hispanic agency of record after a formal review.
The Group Advertising was also a finalist in the review. Hispanic ad duties had previously been handled by Ramona.
BWM spent close to $200 million on ads in the U.S. in 2014, according to Kantar. The car brand’s Hispanic budget was not immediately available. But the Hispanic market is an important one for BMW: a recent survey indicated that about a third of Hispanic car buyers would consider purchasing a BMW in the future.
The newly appointed agency will be responsible for delivering strategy, creative, production, digital and social media services, as well as event activations for the BMW brand. The account will be run out of the community’s Miami office.
“The decision to select the community was based on their committed senior leadership and their unique understanding of our brand,” said Trudy Hardy, vice president of marketing, BMW of North America. “
Luis Montero, president of the community, said BMW “understands the importance of culture in connecting with all kinds of consumers today.”
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After years and years of dealing with automotive brands, I really believe that brands are the top are similar to pet foods: they are bought psychologically and not demographically, and the experience seems to cut across ethnic and demographic barriers. A Chevy might be "un" Chevy or whatever, but at the top end, the BMW experience is the BMW experience. I am curious to see where the differentiating factors will be between say, an Anglo who buys a 135, a Hispanic who buys a 135 and an Asian who buys a 135. Will definitely be watching.