Carat is thought to have won the pounds 15 million BMW account last
week, although both media agency and client refused to confirm the
The car giant’s UK contract is currently held by Carat’s arch-rival
Zenith Media but the two agencies recently flew to BMW’s headquarters in
Munich to battle it out in a pitch for a new centralised pan-European
At present, BMW employs up to 16 media agencies worldwide but it is keen
to cut its European representatives down to just one.
Hildegard Wortmann, the German car manufacturer’s director of
international media strategy, instigated the review last summer. The
move will follow the sell-off of Rover to the Phoenix Group.
The UK slice of BMW alone is a hefty piece of business. Zenith chief
executive Graham Duff, press director Stuart Mays and an account team
handle ’anything that comes up’. This includes the BMW 3 Series, 5
Series and 7 Series as well as the motorcycle range, Intelligent Wheel
System, BMW Roadster and the Z3 Roadster.
News of the win, however, may not be greeted with warmth by
Peugeot-Citroen as the car manufacturer had shortlisted Carat and BBJ as
candidates to become its UK media agency.
Peugeot-Citroen is unlikely to want to share an agency with BMW and has
a major launch scheduled this year that would clash with media campaigns
Press is the medium most used by BMW. It also bought TV spots last year
to advertise the BMW 3 Series, 7 Series and its Car Range division.
Outdoor has been on the media schedule for the 3 Series, Car Range and
BMW dealer marketing.
The Rover Group account, which includes the Rover 600 Series, 45 and 75
Series as well as the dealer support, is handled by Zenith and, after
the recent split with BMW, is likely to remain there.
Media Track, p10.