Once upon a time automotive advertisers were the most stable accounts on an agency’s client roster. Those were the halcyon Dan Draper days. Turbulence is now the norm. Longevity is passé. Performance — as in results and metrics – now drives the business.
BMW is just the latest to join the long list of auto brands who have switched agencies since the economic meltdown began. The headline A-list switchers include Chrysler, Dodge, Fiat, Saab, Cadillac, Buick, Chevrolet, Mazda and Volkswagen. The personal toll is and has been incalculable for modern Drapers, but, interestingly, lead creatives and strategists from a shop that was fired from a brand are now working for one of the new agencies new brands.
It’s been a very long process for BMW to select their latest agency with the unwieldy name of Kirshenbaum Bond Senecal & Partners, of New York City. It’s better known by the initials KBS&P. Early last fall BMW parted company with its international agency, Omnicom Group’s GSD&M Idea Shop.