FCB Inferno picks up global BMW brief

FCB Inferno has expanded its brief with BMW, winning a pitch to create a global campaign for the car marque's xDrive.

A global campaign for the XDrive will launch later this year
A global campaign for the XDrive will launch later this year

FCB Inferno won the pitch, which was run out of Munich by BMW directly, against two German agencies  Jung von Matt and Serviceplan.

The global campaign for the xDrive – a car that distributes power to both the front and rear axels – will air at the end of 2016 and will include TV spots, as well as below-the-line and digital work.

The brand is aiming to steal a march on the Audi Quattro with the campaign.

FCB Inferno has been BMW’s UK creative agency since July 2014, when it won a pitch against the incumbent, WCRS, among others. FCB Inferno has already created an online ad for BMW’s xDrive, called "magnets", which was released in December 2014.

FCB Inferno’s chief executive, Frazer Gibney, said: "This win comes on the back of our successes for BMW in the UK market.

"We’re thrilled to have the opportunity to extend our relationship to the global team in Munich, and we’re delighted to be responsible for raising awareness of BMW’s superb All Wheel Drive technology".