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Ogilvy retains BMW after four-way pitch

BMW logoOgilvy has been retained by BMW Group Australia as the car firm’s creative agency following a competitive pitch.

The closed door pitch saw three agencies go head-to-head with Ogilvy for the BMW and Mini account with BMW general marketing manager Stuart Jaffray describing all pitches as “impressive”.

“We respect and appreciate the efforts that were put in by the four pitching agencies, and it was a tough decision for us to make,” he said. “Ultimately we have chosen the agency that provided the most comprehensive and innovative response to our briefs.”

The win is the second for Ogilvy in a fortnight, following its success in picking up the Hahn account from Lion.

ogilvy logoJaffray said BMW wanted to be “challenged” by its agency.

“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,” he said.

“2015 will be a very exciting year for BMW with a number of new Ultimate Driving Machines entering the market. We look forward to taking these to market with Ogilvy.”

Ogilvy has a long history of working with BMW having been appointed to work on the business more than 20 years ago.

The scope of work includes above the line, below the line, digital and point of sale for both the BMW and MINI brands and their dealer network.

Mini Australia general manager Kai Bruesewitz said: “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 a the unrivalled choice when it comes to Premium small cars has convinced us unanimously.”

Mini is preparing for the launch campaign in early 2015 for the first Mini five-door hatch.

Steve Jones

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