• by Erin Everhart , Staff Writer, Yesterday

No one loves to dream about work. Oftentimes you wake up in a cold sweat after dreaming about work. Angry and annoyed, as if occupying the other 16 hours of your day wasn’t enough, work had to find its ways into your subconscious, too.

Other times you wake up with a way to solve a problem (or more realistically, a way to respond to that email that’s been bothering you).

Few times you wake up with an idea, a little kernel of a thought, half-formed, but in your gut, you know there’s a there there. But then you can’t make sense of the 3am gibberish on your Notes App the next morning. And you’ve lost it.

Rarely does that idea turn into something. For our next guest, it not only became a something, it launched a national campaign with a celebrity who’s one letter away from earning EGOT status.

BMW needed to bring more visibility to their Certified Pre-Owned program, an entry point for those who wanted the luxury but couldn’t afford the price. Now the secondhand market is booming in fashion and apparel, making up about 28% of a consumers’ closets. The broader desire for attainable luxury is there, but it hasn’t quite infiltrated the auto industry yet.

We sat down with Tim Sumter to talk about how BMW is making the aspirational attainable, protecting the core brand positioning, and finding the right celebrity partner to bring it all to life.

Listen to the entire podcast here and don’t miss Tim present at our TV/Video Insider Summit in New Orleans on April 6-9.