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|
BMW ContactsContacts (5/17)
|Graham B.||Corporate Communications Director||Hampshire|
Sample of Associated Brands
|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|
|Bmw 6 Series||*****|
|Bmw R1200 Gs||*|
|***||*** ****** *******||Media Buying, Media Planning||2016||present|
|*** * ******||*** ****** *******||Media Buying, Media Planning||2016||present|
|*** * ******||*** *******||Creative||2016||present|
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Q4, Q1 Campaigns Imminent: BMW narrows media biz down to four contenders
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: Held pitches last week putting 11-year incumbent Starcom. Both Q3 and Q4 tend to see a big push, so sellers should jump on this now as activity has already surged in the last month.
The new media agency, however, will likely not have an effect on BMW's strategy until 2017, giving you plenty of time to be part of the planning process. This Q1, BMW doubled digital spend when compared to all of 2015 and has spent nearly £1.25m more in desktop ads so far this year when compared to the same period in 2015. In July, BMW reached 10x its 30 day average for impressions, per Pathmatics.
BMW also returned to cinema with a £1.4m push during this Q1, complementing a £2.6m TV push and a £4.2m radio campaign. Outdoor is also a major pillar for the brand.
Media Spend: According to Nielsen, BMW spent £42m last year favouring TV and radio. Press and outdoor followed behind as top pillars but cinema, direct mail and digital have seen higher spend this year than all of last year.
Digital Breakdown: Since January, per Pathmatics, BMW has spent £2.2m on 307 desktop ads, which have received more than 227m impressions. Of those, 56% were run using an ad network, 14% using DSP, 4% using an exchange and 26% running site-direct. The top impression source, Google AdX + AdSense, saw 42% share of voice, followed by direct which had 26%. Top sites included ebay.co.uk, autotrader.co.uk and independent.co.uk.
BMW also spent £194,002 on 223 mobile/tablet creatives which have seen 57m impressions so far this year. The car company spent £36,106 on 12 video ads which had 2.7m impressions. Top video ad destinations included youtube.com (53% share of voice), ibtimes.co.uk (10% share of voice) and businessinsider.com (8% share of voice).
Target Audience: Luxury, upper-class business professionals and families.
Competition: Volkswagen, Mercedes Benz, Audi, Porsche.
Farnborough, Hampshire GU14 0FB
01344 426 565
Mr. Nigel Unwin
Ms. Alexandra Browne
Brand Communications & Social Media Manager, MINI