BMW reviews creative account, 20-year relationship with Ogilvy ends

Lindsay Bennett
By Lindsay Bennett | 17 May 2018

BMW is reviewing its creative account which currently sits with Ogilvy Melbourne.

Ogilvy has held the account for more than 20 years, last reappointed in 2014, but will no longer work on the auto brand.

“BMW Group Australia and Ogilvy Australia have reached the end of their current contract," a BMW spokesperson said.

"Both parties have mutually agreed not to extend beyond the current contracted period. BMW Group Australia has begun the process to appoint an alternate supplier.”

AdNews understands Clemenger, which recently lost its auto account when Mercedes globally aligned with Publicis, is understood to be eyeing the account, alongside With Collective and several other Melbourne-based agencies.

Last year, BMW reviewed its media account with Vizeum retaining the $20m account.

In February this year, BMW Group Australia's top marketer Stuart Jaffray left the business after more than 10 years to lead Starcom Melbourne.

He was replaced by Mini general manager Tony Sesto who could be looking to make his mark by switching up the creative agency.

There has been a lot of movement within auto brands in the first half of 2018, with HyundaiFord and Jaguar Land Rover all shaking up their media agency arrangements.

Clemenger declined to comment.

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