BMW has moved its motorcycle business into McCann-Erickson Windsor
in an effort to shake off the conservative image of the machines.
A specialist magazine and direct marketing campaign will begin before
the end of the year, marking what John Hackney, the agency's managing
director, said would be an attempt to give the bikes a trendier image
and shed their reputation as "bank managers' bikes".
McCann Windsor won the account, due to be backed by a £300,000
spend, in a five-way pitch. It was called after WCRS resigned the
business in August, although it will retain the BMW C1 scooter task.
Universal McCann will handle media planning while buying remains at
Kevin Pascoe, the motorcycle manager for BMW, said McCann Windsor had
been appointed to help build its premium position.