Omnicom Lands $150m BMW Media Account

BMW of North America has awarded its national and regional media planning and buying business to Omnicom. This initiative marks the first time that BMW of North America has consolidated its activities MINI, and BMW Motorrad in the U.S., Canada, and Latin American markets.

The five-year contract with Omnicom will begin on January 1, 2024.

Commenting on the appointment, Marcus Casey, Chief Marketing Officer of BMW of North America, emphasized the importance of finding a forward-thinking partner capable of navigating the challenges presented by the rapidly changing media environment.

He added: “The decision to consolidate media planning and buying activities across multiple brands and countries reflects the evolving complexity of the media landscape and the need to adapt to the digital and social era.”

Omnicom will succeed the incumbent IPG / Universal McCann, which originally secured the BMW business in 2009 and expanded its responsibilities to include the MINI business in 2016.

While the media planning and buying transition is underway, BMW is continuing its review of its full agency roster, which includes lead creative agencies, social media partners, digital media agencies, and CRM agencies. The review is expected to be completed by the end of the year.

BMW’s commitment to delivering a superior customer experience in the automotive industry is evident through its strategic partnerships and ongoing efforts to adapt to the digital age. The company’s agency roster in the U.S. includes other prominent names, such as Goodby, Silverstein & Partners for lead creative, Critical Mass for website and digital services, Performance Art for data and CRM, and Anchor Worldwide for social media.

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