BMW has hired the London-based consultant AuditStar to help guide its $155 million US media review.
The review, which is expected to be concluded by the end of November, will include the incumbent agency, GSD&M Idea City, which has worked on the BMW account since November 2005. The agency is also the brand's lead national creative shop.
As well as the media review, a procurement-driven consolidation of BMW's $80 million regional creative account is taking place. This business is currently being contested between Publicis in New York and Dallas and Grey West, the San Francisco-based agency.
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