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BMW Consolidates Marketing At Omnicom Group

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BMW of North America announced it will consolidate U.S. marketing activities for BMW, Mini and BMW Group Financial Services under Omnicom Group. 

Following what it calls an “exhaustive” RFP process led by Ebiquity, the company has awarded its CRM business to The Javelin Agency and social media to 180/NY. 

BMW’s previous agency roster in the U.S. included Interpublic’s Performance Art (data and CRM) and Anchor Worldwide (social media).

Critical Mass retains digital business for BMW and Mini and adds BMW Group Financial Services, U.S. 

Goodby, Silverstein, & Partners retains its role as lead creative agency for BMW, and adds new responsibilities for Mini and BMW Group Financial Services, U.S. 

The new contracts will begin on April 1.

“By bringing together the different segments of our business under one roof, our intention is to create a multidisciplinary, cross functional team to support all aspects of our marketing efforts in the U.S.,” said Marcus Casey, chief marketing officer, BMW of North America, in a release. “These changes reflect our desire to create synergies and streamline our business in the name of speed efficiency.”  

Earlier this year, BMW of North America announced that Critical Mass would create a new bespoke unit to manage media planning and buying activities for BMW, Mini and BMW Motorrad. 

Spending in the region by the client this year is estimated at $150 million, according to agency research firm COMvergence. Another $200 million in digital spending is earmarked for the region this year, per COMvergence.

BMW of North America has been present in the United States since 1975.  Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. 

The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the Mini brand and Rolls-Royce Motor Cars. The group also includes Designworks, a strategic design consultancy based in California along with a technology office in Silicon Valley.

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