BMW Launches Creative Agency Review

After five years with GSD&M and a few months - on a project basis - with Kirshenbaum Bond Senecal & Partners, BMW North America has officially launched an agency review or the creative portion of its business.

The review, which will be handled by Roth Observatory International, will seek an agency to help the brand in three areas: national brand creative, regional and dealer creative work and multi-cultural/diversity marketing efforts.

The brand hopes the selected agency can aid with a "significant two-year model offensive."

Of the review, BMW North America VP of Marketing Dan Creed said, "This review is part of the standard long-term strategic planning of our brand. All of our agencies have made valuable contributions to BMW and we hope that they will participate in this review."