Last week, after five years of partnership, GSD&M marketing agency and BMW have part ways. The end of the collaboration is set for December 31 when the nearly $140 million contract expires. At the time, we reported that At that moment, there were no news on what agency will handle BMW’s marketing moving forward.
BMW currently works with agencies at an array of holding companies, including WPP’s Grey; Dotglu, an arm of MDC Partners’ Kirshenbaum Bond Senecal & Partners; and Interpublic Group of Cos.’ Universal McCann, which handles media duties.
Just a week later, BMW announces Interone as the marketing agency that will handle BMW’s most precious cars: the 3 Series. The contract begins with the launch of the new F30 3 Series.
The sedan will come to market in 2012 and is managed by the BBDO subsidiary and advertised internationally across different channels. The campaign includes TV commercials, online advertising and print ads.
The pitch for the BMW 3 Series is not a first, the BBDO subsidiary also handles BMW Motorsport and BMW Online.