BMW to review £16m media account

LONDON - BMW is set to review its £16m media planning and buying account, held by the Aegis-owned Vizeum.

BMW: set for media pitch
BMW: set for media pitch

It is understood that the pitch process will begin after the agency has completed its ongoing creative review, through the AAR.

Vizeum has held BMW's media buying since September 2005. In April 2009, it won BMW's media planning without a formal pitch when the car manufacturer moved it out of PHD. Vizeum also handles media buying for BMW's sister company Mini.

The car-maker called a pitch for its advertising, digital and direct marketing accounts in December last year.

It has shortlisted Engine, VCCP, Karmarama and The Brooklyn Brothers to pitch for the integrated ad business.

WCRS, which is owned by Engine, has been the incumbent on the ad account for almost 30 years. Dare handles the brand's digital business, and is pitching as part of Engine to defend the account.

BMW also works with ad agencies on a global basis to back its new car launches.

One of these, the US agency GSD&M Idea City, created the company's most recent TV ad, which features a BMW Z4 creating patterns on a white sheet using coloured paint on its wheels.

BMW denied a media pitch was underway.

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