BMW of North America has unveiled its strategic decision to consolidate marketing activities for BMW, MINI, and BMW Group Financial Services, U.S. under the banner of Omnicom Group in the United States. After a thorough Request for Proposal (RFP) process spearheaded by Ebiquity, the company has entrusted its CRM business to The Javelin Agency and social media endeavors to 180/NY.
Critical Mass, renowned for its digital expertise, has successfully retained the digital business for both BMW and MINI while extending its purview to encompass BMW Group Financial Services, U.S. Meanwhile, Goodby, Silverstein, & Partners continues its pivotal role as the lead creative agency for BMW and takes on additional responsibilities for MINI and BMW Group Financial Services, U.S. The commencement of these new contracts is slated for April 1, 2024.
Marcus Casey, Chief Marketing Officer at BMW of North America, articulated the motivation behind this strategic move, emphasizing the creation of a multidisciplinary, cross-functional team. Casey expressed gratitude to the previous partners for their contributions and highlighted the intent to generate synergies and enhance operational efficiency in the pursuit of speed. The consolidation aims to facilitate comprehensive support for all facets of marketing efforts in the U.S.
Leslie Barrett, President and Partner at GS&P, reflected on BMW’s iconic status globally and expressed pride in the collaborative achievements over the last five years. Barrett anticipates shaping the future of the Ultimate Driving Machine and expanding the partnership with MINI. The company is eager to contribute to both brands’ success through innovative work and tangible business results.
Earlier in the year, BMW of North America had disclosed Critical Mass’s role in establishing a bespoke unit to manage media planning and buying activities for BMW, MINI, and BMW Motorrad. Samantha Stringfellow, EVP, Client Partner at Critical Mass, highlighted the agency’s seven-year collaboration with BMW, emphasizing their role in the brand’s digital transformation. Stringfellow is optimistic about creating an integrated ecosystem approach rooted in data and digital marketing, aimed at delivering premium, seamless, and highly connected experiences for BMW customers. The agency envisions playing a key role in ushering in the future of reaching BMW’s audience with unparalleled customer experiences.