BMW of North America today announced the naming of MDC Partners’ Kirshenbaum Bond Senecal + partners (kbs+p) of New York City as its lead agency for national brand creative and regional and dealer creative work in the U.S.
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“Kirshenbaum Bond Senecal & Partners hit a home run and left no doubt in our minds that they are the clear choice for the lead creative agency selection” said Dan Creed, Vice President, Marketing, BMW of North America. “kbs+p’s successful pitch energized our team, demonstrating a strong platform of impressive brand insight, and memorable creative execution.”
BMW of North America announced the agency review in March 2011 with a focus on three areas of support —national brand creative, regional and dealer creative work and multicultural/diversity marketing efforts. The agency selection for multicultural/diversity marketing efforts will announced at a later date.
kbs+p has handled national creative for BMW USA on a project basis since October 2010 and also owns Dotglu with whom BMW has had a long relationship for digital marketing and CRM in the U.S. This current contract will run for the next three years.
Universal McCann will continue to handle the national and regional media planning and buying activities for BMW in the U.S.
“Throughout this process, kbs+p proved they not only understood the BMW brand, but the retail business as well,” said Donna Gebers, BMW Dealer Marketing Forum Chairperson. “The dealer body was happy to be a part of the selection process and is very much looking forward to working with kbs+p.”