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BMW | Company Profile, Marketing Contacts, Media Spend, Brands

BMW, established in Germany in 1916 is a leading manufacturer of luxury and high performance automobiles, engines and motorcycles. MINI Cooper and Rolls-Royce automobiles are also marketed by the company.

Main Telephone 01252 518185
Main Fax 01344 480 203
Primary Address
Summit One
Summit Avenue
Farnborough, Hampshire GU14 0FB

BMW Contacts

Contacts (5/17)
Name Title City
Graham B. Corporate Communications Director Hampshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 01252 518185
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Summit One
Summit Avenue
Farnborough, Hampshire
GU14 0FB

Paul F. Associate Director, Creative Consulting Hampshire
Sophie C. Product & Dealer Communications Manager Hampshire
Gina F. Media Services Manager Hampshire
Ysabel V. Project Manager - Future Retail Hampshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Bmw 6 Series *****
BMW ********
Mini Cooper *******
Bmw Z4 *
Bmw R1200 Gs *

Agency Relationships

Brand Agency Service From To
*** *** ******* Creative 2016 present
*** **** public relations 2015 present
*** *** ****** ******* Media Buying, Media Planning 2016 present
*** * ****** *** ****** ******* Media Buying, Media Planning 2016 present
*** * ****** *** ******* Creative 2016 present

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Mini preps to make big impact in the market with yet another major agency review

Update (01 Dec): Mini’s ad agency Iris, which was recently appointed to its lifestyle PR account, is now on the alert, as the brand has begun a review of its integrated ad account in the UK. Iris has held the account for the last three years, and they will not give it up without a fight. Reportedly, they plan to repitch, as this review is “part of [the] regular review process”. (Since BMW just got a new marketing director in August, we wonder if this is JUST the normal process.)

Mid-December is the time frame for Mini to come up with a short list, and an appointment is expected to made by March. That means you have time if you’ve been aching to be on BMW’s roster! They may be seeking an agency who will be up for working closely with their recently-hired digital agency (see below), since according to BMW's UK Digital Marketing Manager Matt Baldwin, “Remaining at the forefront of digital is vital in continually enhancing the customer experience.”

As a note, start thinking about approaching for media opportunities, as they’ve been with their media agency since 2011, and this is likely to come up for review soon, especially since creative went up for review. Keep in mind that their U.S. media agency went into review in May.

Subject: CRM, Digital, Millennials, Technology, Luxury, Automotive.

Company: BMW Group – the world's leading premium manufacturer of auto-mobiles and motorcycles, and also provides premium financial and mobility services.

Opportunity (17 Nov): BMW is appointing agencies left and right. Just after appointing digital agency Oliver in Sept, the company has hired WCRS for its Mini brand, ahead of the launch of the Mini Convertible. 

The new vehicle will officially go on sale in March 2016, and preparations are being made in the run up to spring. It's the perfect spring weather car, if we do say so ourselves, and a fun campaign will likely be sought, running across TV, online, outdoor, social and digital. Ads will run in the UK, France, Germany, Italy, Ireland, China, Japan and the U.S.

Reportedly, this does not affect Iris as Mini's retained UK agency; the brand does not have an global agency and tends to appoint agencies on project basis's. Note that BMW ended its 35-year relationship with WCRS in June 2014, so this is a comeback for the agency.

Note that this agency hire comes just a few months after Mini appointed Ms. Alexandra Browne as its brand communications and social media manager in May. She was promoted from BMW's social media manager, a role she held for almost two years, and prior to that was a BMW's advertising executive for two years. Reach out to the company for Mini media opps in light of this agency hire. They seem receptive to working with a number of agencies, so you may not be turned away!

Decision Makers on the Move: In August, Mr. Paul Ferraiolo joined the UK team to head up all marketing for BMW. This is a promotion for Mr. Ferraiolo as he has held several roles within the company, including manager of product planning and strategy, and president of Rolls Royce.

Former UK Head of Marketing Uwe Dreher returned to BMW HQ in Germany to manage global communications. Mr. Dreher's replacement has been tasked with revamping marketing tactics towards innovation and design quality, in accordance with the launch of the BMW 7 series. This line of cars, though 40 years old, has undergone a makeover that puts it in into a new luxury category in direct competition with other brand models like the Mercedes S Class.

The new model will launch later in the year. BMW's UK brand manager Nicola Green explained that not only will marketing need to emphasise luxury and quality and more “traditional formats with CRM and digital”, but it will also need to appeal to a younger generation of consumers.

Digital Breakdown: In the last year to 24 June, BMW ran 454 standard display, 143 high impact and 13 video ads on 2,015 different publishers (5% of which were mobile). 32% of these ads were purchased directly through the publisher (versus the programmatic/ad exchange route). The publishers with the most BMW display ads were weather, portal, technology and media sites. Highest ad activity was in December of last year.

In comparison, for its top competitor Mercedes, the highest ad activity was on automotive, magazine, lifestyle and large paper publishers. Between the two brands, Mercedes has 44.6% share of voice in the market for standard display, while BMW has 56.4%.

Accounts on the Move: DV reported OLIVER to manage its UK national digital content and internet operations.

won the lifestyle PR account for BMW and Mini in February to help with “driving desirability”. This agency had already handled marketing and advertising for Mini.

In late TRO was appointed as the company's experiential agency for the next four years to handle sponsorship for GA Championship at Wentworth Club. TRO has worked with BMW for almost 20 years on various sponsorship and brand events.

FCB Inferno handles creative (as of June last year).

Media Spend: BMW spent £25.8m in total measured media in 2014, 3% less than 2013. There has been a rise in outdoor, direct mail and radio advertising spend, with a huge jump in cinema. Every other category saw decline.

Summit One Summit Avenue, Farnborough, Hampshire GU14 0FB, 01344 426 565

Ms. Alexandra Browne
Brand Communications and Social Media Manager

Mr. Matt Baldwin
UK Digital Marketing Manager

Mr. Paul Ferraiolo
Head of Marketing, UK

Mr. Stuart Walker
General Manager, Marketing Communications

Mr. Byron Dudding
Partnerships Marketing Manager