BMW picks Oliver for UK digital account

BMW, the German car manufacturer, has appointed Oliver as its UK digital agency after a competitive pitch.

BMW: The Road to Twickenham by FCB Inferno
BMW: The Road to Twickenham by FCB Inferno

The agency won the account on a three-year contract after pitching against AKQA and Grassroots.

Oliver has been tasked with managing BMW’s digital content and internet operations in the UK.

A dedicated team will generate, promote and maintain all of the company’s content on its website and apps, as well as manage content strategy and user experience. The agency was briefed last week, with work to commence later this month.

FCB Inferno is the creative agency for BMW in the UK, after winning the account last year and ending a 35-year relationship between the car maker and WCRS.

Its first TV ad for BMW, called "curiosity", broke in December 2014 and promoted the i8 electric sports car. In February, it produced "Road to Twickenham", an online ad to promote BMW's sponsorship of the Six Nations rugby tournament.

Vizeum handles BMW’s UK media planning and buying.

Matt Baldwin, the UK digital marketing manager for BMW, said: "Remaining at the forefront of digital is vital in continually enhancing the customer experience.

"Oliver’s approach, which aligns a dedicated team to BMW, will allow us to rapidly adapt in the digital space, their strategic approach to content and their brilliant understanding of our brand gives us a great platform to begin this new relationship".

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