Dare beats three to BMW's digital brief

Dare has scooped the BMW digital creative account following a four-way pitch handled by the AAR.

The agency beat Profero in a final shoot-out after the incumbent, Engine Group's Altogether, was knocked out at an earlier stage. The start-up Work Club was also invited to pitch, but later pulled out citing resource issues.

Dare will now handle digital activity across all of BMW's UK models. The BMW-owned Mini digital account, which is split between Profero and glue London, is unaffected.

As well as creating online ads and websites, Dare will work with WCRS, BMW's creative agency, adding digital support to ad campaigns where required.

The pitch was called in January and, at the time, a spokeswoman for BMW said the purpose of the review was to ensure it was "getting the most efficient work from the most efficient source".

BMW's latest TV ad was "assembly line" by WCRS. It featured a man walking through a BMW factory. It aired in October last year.

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