BMW Puts NA Media, Creative Assignments Into Review

BMW of North America is conducting agency reviews for its creative, media, social and CRM assignments, a spokesman for the German auto brand confirmed today.

The company spends an estimated $160 million on measured media in the U.S., according to agency research firm COMvergence. About $88 million is allocated to off-line channels and $72 million is pegged to digital, per the COMvergence breakdown. 

The media incumbent is IPG’s UM while Omnicom’s Goodby Silverstein & Partners handles creative. UM  sibling agency Performance Art handles CRM and New York-based agency Anchor Worldwide runs the social account. 

UM has handled media duties for the client for over a decade and retained the account after a review in 2016.





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