MDC Partners’ Kirshenbaum Bond Senecal & Partners has been named BMW of North America’s primary agency for regional, dealer, and national brand creative advertising in the United States. The account is worth approximately $160 million for a time frame of at least 3 years.
BMW’s VP of marketing Dan Creed said in a statement “Kirshenbaum Bond Senecal & Partners hit a home run and left no doubt in our minds that they are the clear choice for the lead creative agency selection. Kbs+p’s successful pitch energized our team, demonstrating a strong platform of impressive brand insight, and memorable creative execution.”
Since last October, the agency has been been taking care of BMW’s national marketing before signing its contract. KBS&P has also been handling digital marketing and customer-relationship marketing via its Dotglu division. GSD&M was under contract with the automaker until this past December, when they resigned upon the contracts expiration.
Four other agencies were being considered when BMW did an agency review in March, including Martin Agency and Gotham, Interpublic Group of Cos., WPP’s Grey, and Cudari out of Toranto.
Donna Gebers, BMW dealer marketing forum chairperson made a statement on the consideration, saying “Throughout this process, KBS&P proved they not only understood the BMW brand, but the retail business as well. The dealer body was happy to be a part of the selection process and is very much looking forward to working with KBS&P.”
Since 2009, when Lori Senecal became president CEO, this is the agencies largest account they have landed.
– By: Alexandra Koken
Source: Automotive News