BMW reviews its regional creative advertising brief

BMW is in the process of reviewing its creative advertising account in the Middle East.

BMW Group Middle East has confirmed that it is meeting with various agencies to assess their credentials, although the car manufacturer said there was no definite plan to change agencies. BMW’s incumbent is Plan Net Middle East.

Mohamed Fawzi, regional marketing manager for BMW Group Middle East, said: “Our global corporate policy is to look into the market every couple of years to ensure that we are working with the best possible advertising consultants that are suitable to represent the BMW Group brands: BMW and MINI.”

It is not known how many agencies are involved in the review at this stage.

Last November, BMW handed its regional media buying and planning business to Zenithmedia following a competitive pitch. The German car manufacturer had previously worked with Interone Resonance, which re-pitched for the business, but decided to go with Zenithmedia after a review of its regional media requirements. The pitch also included Magna and Media Insight (which has since merged with Mediacom).

BMW owns and produces the MINI brand and is also the parent company of Rolls-Royce. It operates 24 production facilities in 13 countries and has a global sales network in more than 140 countries.