BMW Canada is appointing FCB as its new creative AOR in Canada, following a formal review involving four agencies.
Beginning in August, FCB will oversee the account out of its Toronto and Montreal offices. The first project is designed to launch the all-new BMW X3.
The incumbent was Cunardi, which has worked with BMW since 1995.
“FCB stood out for several reasons,” stated Sebastian Beuchel, director, BMW brand management, BMW Canada. Beuchel. “Their strong strategic competence really shone through; they presented truly inspiring creative concepts; their broad, multicultural knowledge and insights into retail marketing were exceptional; and their digital strength – a key pillar for us – was particularly strong.
"FCB Canada has a strong, highly committed team of experienced strategists, creatives and account managers, as well as outstanding agency leadership.”
According to Adage.com, which cited unnamed sources, BMW is reportedly preparing for a U.S. creative review next year, after losing the top spot in global luxury sales to Mercedes-Benz last year. The U.S. account is currently handled by MDC Partners-owned agency KBS.