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
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.