The review, which covers online advertising and website design for all BMW-branded cars, will be handled by the AAR. It is putting together a longlist of agencies and chemistry meetings will begin later this month.
The incumbent is Altogether Digital, a part of the Engine Group. WCRS, also part of Engine, handles the above-the-line account. Altogether has been asked to repitch.
The review has been called as part of internal BMW guidelines that require agency arrangements to be reviewed periodically.
Suzanne Grey, the BMW ad manager, said: "The pitch has nothing to do with us being dissatisfied with the incumbent. We have guidelines for all of our advertising channels that we have to follow.
"The digital industry is changing almost every day so we need to make sure we are as far ahead of this change as we can be and that we are getting the most efficient work from the most efficient source."
Altogether was created in 2006 when the Engine Group brought together Meme, Eyefall and DC Interact to create a full-service digital agency.