BMW Group pitches media, but incumbent Dentsu says it won’t be taking part

BMW Group Australia is undergoing a closed pitch for its media account, Mumbrella can reveal.

The account, which includes media for the BMW and Mini brands, is currently held by Dentsu Aegis Network’s (DAN) Vizeum. Last week, it was announced that Vizeum will be merged into iProspect, with the former company’s CEO Ashley Earnshaw stepping down. Dentsu has confirmed it won’t be taking part in the pitch.

BMW Group has opened a pitch for its media account

The BMW account was previously serviced by Mitchell Communications Group’s Mitchell & Partners. Aegis acquired the group in 2010, and its agency Vizeum began working on the account in 2012. In 2013, the account was officially assigned to Vizeum and the agency retained the account following a closed pitch process in 2017.

Tony Sesto, general manager of marketing at BMW Group, told Mumbrella the pitch comes as the current contract with Vizeum is coming to an end.

“BMW Group Australia has worked with Vizeum since 2013 and is approaching the end of its contracted term with the agency,” he said.

“BMW and MINI are constantly evolving, as is the communication landscape and how people consume news and information. It is therefore important to work with an agency partner that assists us in remaining relevant while continuing to have a strong presence in the busy marketplace.

“We have enjoyed a successful relationship with Vizeum over the years, and are grateful for the team’s hard work and strong marketing solutions that have led to great success for our brands.”

A Dentsu ANZ spokesperson told Mumbrella it would not be taking part in the pitch.

“After a long-standing media partnership with the BMW Group, the time is right for a change. Together, we have achieved category growth for the BMW and Mini brands and proudly leave the partnership with both brands set up for their next phase of growth. Despite a challenged environment, we’re particularly pleased to have helped the team respond with agility and insight, resulting in increased sales and brand presence year-on-year. We wish the entire BMW Group leadership team all the very best,” they said.


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