It’s a win one, lose one scenario for the Austin, Texas-based, Omnicom advertising agency. Just a week or so ago the shop won the BMW’s global creative account as reported here in TDB in a Friday column.
Today they got the bad news.
The media planning and buying account previously at GSD&M, estimated at $200 million, for BMW North America and its 60 regional group advertisers has been awarded to UM buying service.
“We are thrilled to have UM onboard as our new media buying and planning partner,” said Jack Pitney, Vice President of Marketing, BMW of North America. “The agency has a solid reputation for excellence, and we look forward to a very productive relationship.”
Three other media agencies vied for the business including the incumbent, Horizon Media and Carat.
Pitney also noted, the recent review of the media buying and planning activities is part of a regular process put in place by parent company BMW AG. It is designed to maximize efficiencies and increase the effectiveness of BMW’s media planning and spending worldwide.