BMW media pitch shortlist down to four

Arvind Hickman
By Arvind Hickman | 25 May 2017
 

BMW has drawn up a shortlist of four media agencies vying for its media buying and planning account, AdNews can reveal.

The list includes incumbent Vizeum, UM, Atomic 212 and Mediavest. AdNews understands the pitch process is at an advanced stage.

BMW spends about $20 million on media each year, according to Nielsen, and is one of the most prestigious brands in the world. It was recently rated as the 17th most valuable brand in the world by Brand Finance.

It's thought the pitch also includes Mini and a big chunk of sponsorship, meaning the account worth could hit $40 million.

Vizeum retained the account in a four-way tussle in 2013. 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.

Car brands have been active in media reviews in the past year. AdNews revealed that Suzuki switched over from Maxus to Noisy Beast, while Fiat Chrysler also left Maxus to go to Starcom in a global reviuew that concluded just before Christmas.

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

All agencies contacted by AdNews declined to comment on the pitch.

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