BMW picks Engine for consolidated UK creative accounts

LONDON - BMW has retained WCRS to its £16 million advertising account and appointed Partners Andrews Aldridge, also part of Engine, to its direct marketing business.

BMW... picked Engine
BMW... picked Engine

BMW has retained WCRS to its £16 million creative account and appointed Partners Andrews Aldridge, also part of Engine, to its direct marketing business.

Dare, which pitched with Engine, has also retained the digital account that it picked up in March 2008.

Engine beat VCCP, Karmarama, which stood down last week, and The Brooklyn Brothers, which pulled out after winning a global brief from Land Rover. The review was handled by the AAR.

The winning agencies are expected to start working on new briefs for the UK immediately. Creative will be weighted around the "joy" strategy introduced by GSD&M, with BMW looking for a new way to execute it in the UK.

It is also thought the work will focus on DM and digital, with BMW putting a lot of the emphasis in the pitch on the importance of relationship marketing. The DM incumbent was Euro RSCG KLP.

BMW is also now expected to kick off a review of its UK media business.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).