NEWS: BMW set to pool UK media with Rover

The BMW/Rover media centralisation, which started last spring (Campaign, 28 April 1995), is set to hit the UK in the next few weeks as the two car manufacturers finalise plans to centralise all their media planning and buying.

The BMW/Rover media centralisation, which started last spring (Campaign,

28 April 1995), is set to hit the UK in the next few weeks as the two

car manufacturers finalise plans to centralise all their media planning

and buying.



BMW and Rover have decided to pool their media resources on a market-by-

market basis across Europe. The review is designed to maximise supplier

cost benefits following BMW’s purchase of Rover in 1994.



Their combined spend of around pounds 65 million is the third largest in

the UK car market.



In each European market the review will only concern the incumbent media

agencies. In the UK, this means a head-to-head clash for the pounds 65

million business between Zenith Media, which handles the pounds 55

million Rover media account, and WCRS, which holds the pounds 10 million

full-service BMW business.



Initiative Media, which has historically handled all of Rover’s media

business on the Continent, will not be invited to pitch for the UK

account.



Initiative is understood to have landed the centralised BMW/Rover

business in Spain. However, its pooled pan-European Rover account could

effectively be dismantled as it pitches against BMW’s buying company in

each market.



The UK review is expected to be concluded by the end of May. The

creative accounts will not be affected.



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