NEWS: WCRS to run first global BMW push

BMW is set to launch its first global ad campaign following the appointment of WCRS as its lead creative agency worldwide. The win is expected to net WCRS an extra pounds 15 million of BMW billing.

BMW is set to launch its first global ad campaign following the

appointment of WCRS as its lead creative agency worldwide. The win is

expected to net WCRS an extra pounds 15 million of BMW billing.



Like Mercedes-Benz and Audi before it, the German car manufacturer has

decided that its advertising, which until now has been run separately in

each individual country, needs more global cohesion.



WCRS has been charged with the task of providing a creative direction

for BMW’s ads, in addition to developing global campaigns.



Although the individual BMW marques are well-known in each of the

company’s markets, the feeling at BMW’s headquarters in Munich is that

the brand itself may have been neglected. The car giant is therefore

considering a global branding campaign to address this problem, although

it is understood that no final decision has yet been made.



Robin Wight, the chairman of WCRS, confirmed the agency’s new global

role but declined to give further details. ‘We’re very happy that we are

expanding our relationship with BMW to become one of its global

communications partners,’ he said.



BMW has tried once before to have a lead advertising agency, having

handed the French shop, BDDP, the task of creating a pan-European

campaign five years ago. However, this did not work out and the car

maker has lacked global direction for the past 18 months.



News of the win broke as WCRS braced itself for the outcome of a winner-

takes-all fight against Zenith Media to handle UK media for BMW and its

subsidiary, Rover. The agency is pitching with Rover’s European media

buyer, Initiative Media, in a bid to secure the combined pounds 65

million account (Campaign, 31 May).



The two moves are unconnected and a decision on the UK media is not

expected until next week at the earliest.



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