Ogilvy wins BMW

Sarah Homewood
By Sarah Homewood | 15 December 2014

BMW Group Australia has reappointed incumbent creative agency Ogilvy to its marketing and advertising account.

The account was out for review in June, with the car manufacturer having a long standing relationship with Ogilvy. The agency was originally appointed to the business more than 20 years ago.

The decision follows a closed four-way pitch for both the BMW and MINI brands. The scope of work includes above-the-line, below-the-line, digital and point of sale for both the BMW and MINI brands and their dealer network.

Stuart Jaffray, general manager of marketing at BMW said: “We respect and appreciate the efforts that were put in by the four pitching agencies, and it was a tough decision for us to make. Ultimately we have chosen the agency that provided the most comprehensive and innovative response to our briefs.

“We want to be challenged by our agency and, with the benefit of their recent acquisition of Bullseye, Ogilvy were able to present thinking that genuinely challenged us - thinking that we believe will push the BMW brand forwards in the Australian market.

“2015 will be a very exciting year for BMW with a number of new Ultimate Driving Machines entering the market. We look forward to taking these to market with Ogilvy,” Jaffray said.

Kai Bruesewitz, general manager for MINI Australia agreed.

“It was a difficult decision process because of the excellent quality of the responses. In the end, Ogilvy’s strategic approach to bring MINI to the next level and position it in the market as the unrivalled choice when it comes to premium small cars has convinced us unanimously.

“We can’t wait for the comprehensive launch campaign in early 2015 for the first ever MINI five-door Hatch which will manifest the first highlight of this renewed successful collaboration and partnership,” Bruesewitz said.

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