BMW in talks over European media

BMW Group is understood to be talking to agencies about its pan-European media buying arrangements.

BMW Group is understood to be talking to agencies about its

pan-European media buying arrangements.



The account is held by Zenith Media in the UK and is worth pounds 13

million, according to MMS figures.



The company first admitted it was looking at its media arrangements in

May last year following a management restructure. Its aim is to reduce

the number of agencies working on its BMW, Rover and Land Rover

brands.



The company uses at least 16 media agencies around the world, with

Zenith Media handling the centralised media buying for Rover, BMW and

Land Rover in the UK.



At the end of 1999 Rover took its UK media planning account out of

Ammirati Puris Lintas and handed it to Zenith Media. The planning brief

had been tipped to go to M&C Saatchi, which picked up the UK creative

account in September. Zenith poached Mark Howley, the planning director

for Rover at APL, to work on the account.



BMW’s other major markets in Europe are France, Germany and Spain, and

it is understood that discussions have been taking place with media

agencies in Germany.



No-one at BMW or Zenith was available for comment as Campaign went to

press. WCRS, which handles media planning for BMW in the UK, claims it

is unaffected by any changes that may be occurring.



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