The World: Vienna - Initiative lands BMW Eastern European media task

Initiative has won the Eastern Europe media planning and buying assignment for BMW cars, including Mini, after a three-way pitch.

The Initiative office in Vienna will co-ordinate the task, which covers the Czech Republic, Slovenia, Slovakia, Romania and Bulgaria.

BMW centralised its Central and Eastern European structure in June last year. "Initiative reflects our organisational structure and helps us to achieve more efficiency and penetration in the market," Sabine Kronschnabl, BMW's general manager marketing for Eastern Europe, said.

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