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BMW Diversifies U.S. Ad Spend
BMW AG continues to reassign pieces of its North American marketing plan, although New York City-based KBS remains its creative agency of record in the region.
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BMW AG continues to reassign pieces of its North American marketing plan, although New York City-based KBS remains its creative agency of record in the region.
Last week the a competitive review stripped web development from KBS and awarded it to Omnicom’s Critical Mass, Advertising Age reports. The account is estimated to be worth at least $10 million annually.
Trudy Hardy, who heads BMW’s marketing in North America, says Critical Mass will compare BMW’s existing site with those from other industries, look for ways to make the site more mobile-friendly and evaluate the role of third-party automotive web sites in the car-buying process.
Recently KBS lost BMW’s social media activities to New York City-based Laundry Service. Ad Age notes that the carmaker also has reassigned its customer relationship management account to Gale Partners, an agency of MDC Partners Inc., citing Gale’s specialized data analytics capabilities.
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