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.