BMW Launches U.S. Creative Review

BMW has kicked off a review for its U.S. Creative AOR assignment, the German carmaker has confirmed. 

KBS is the incumbent and has been invited to defend the account. 

The company spent close to $200 million on measured media in the U.S. in 2016, according to Kantar Media.

A BMW spokesman said the review was launched per the company’s policy to periodically review agency partners. KBS won the assignment in 2011 after a formal pitch.

The review is the latest in a series of reviews by the brand recently, including an assesment in Canada in which Interpublic Group’s FCB prevailed. Also, BMW’s Mini brand recently awarded creative duties to Pereira & O’Dell. Mini also added 360i and Merkle to handle digital, social and CRM chores.  




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