BMW hires McCann Windsor to oversee motorcycle account

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

Carat.



Kevin Pascoe, the motorcycle manager for BMW, said McCann Windsor had

been appointed to help build its premium position.



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