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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
England

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
England

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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WinmoEdge

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. 

Additional Information

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.

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

Mr. Nigel Unwin 
Head, Marketing
nigel.unwin@bmw.co.uk

Ms. Alexandra Browne
Brand Communications & Social Media Manager, MINI
alexandra.browne@bmw.co.uk