BMP Interaction has won Volkswagen’s entire interactive buying and
planning account, worth over pounds 1 million.
BMP was last week forced to resign its Vauxhall online business after
winning VW’s interactive marketing brief. BMP Interaction had worked for
Vauxhall since 1998.
The agency won the VW brief after a competitive pitch against the
interactive arm of MediaCom TMB, which landed the traditional media
element of the account in August. The account was previously handled by
Carat Interactive, with sister agency BBJ Media Services running the
traditional account.
BMP Interaction’s managing director Jason Goodman said: ’The appeal of
the VW account is the breadth of our role. We’ll be refining the
customer experience, not only on the web but across the digital
media.’
He said the split with Vauxhall was amicable. ’We’ve always had a good
relationship. Vauxhall has several agencies working on elements of its
business, so it always has someone to turn to when something like this
occurs.’
Bernard Bradley, VW’s marketing communications manager, confirmed that
the company wanted to integrate the website into the rest of its
marketing strategy. ’The way people buy cars online is changing rapidly
and the internet will play a critical role in the new business model.’
