BMW launches media review placing Vizeum on notice

Arvind Hickman
By Arvind Hickman | 2 February 2017
BMW launches media pitch.

BMW has begun a media agency review, placing incumbent Vizeum on notice, AdNews can reveal. 

The process is at an early stage, with the German automotive giant recently inviting agencies to pitch for the business. The pitch process is expected to run over the next six months.

BMW spent $19.7 million on media in the past year, according to Nielsen, and is one of the most prestigious brands in the world, recently being rated as the 17th most valuable brand in the word by Brand Finance.

Vizeum retained the account when it last went to pitch in 2012-13 in a four-way tussle. The account was transferred to Vizeum from Dentsu stable mate Mitchell & Partners in 2012 after Aegis acquired Mitchells Communications Group. Mitchells & Partners had held the account since 1998.

Ogilvy is BMW's creative agency and defended the account in a 2014 pitch.

BMW ad campaigns that have recently caught the eye include an outdoor rugby promotion of the Wallabies and the YouTube 360 degrees hit to promote the M2 model Eyes on Gigi Hadid.

Vizeum declined to comment on the pitch and BMW did not respond at the time of publish.

Car brands have been active in media reviews of late. Today, AdNews revealed that Suzuki has switched over from Maxus over to Noisy Beast, while Fiat Chrysler left Maxus to go to Starcom just before Christmas.

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