BMW Group Australia has reappointed incumbent creative agency Ogilvy to its marketing and advertising account. BMW Group Australia has a long standing relationship with Ogilvy, with the agency originally appointed to the business over 20 years ago.
The decision follows a closed four-way pitch which began in September for both the BMW and MINI brands. The scope of work includes above the line, below the line, digital and POS for both the BMW and MINI brands and their respective dealer networks.
Stuart Jaffray, general manager of marketing at BMW said:
“We want to be challenged by our agency and, with the benefit of their recent acquisition of Bullseye, Ogilvy were able to present thinking that genuinely challenged us – thinking that we believe will push the BMW brand forwards in the Australian market. The 2015 will be a very exciting year for BMW with a number of new Ultimate Driving Machines entering the market.”
Kai Bruesewitz, general manager for MINI Australia added:
“It was a difficult decision process because of the excellent quality of the responses. In the end, Ogilvy’s strategic approach to bring MINI to the next level and position it in the market as the unrivalled choice when it comes to Premium small cars has convinced us unanimously. We can’t wait for the comprehensive launch campaign in early 2015 for the first-ever MINI 5-door Hatch which will manifest the first highlight