BMW is reviewing its advertising business in the U.S., five months after separating from ad agency GSD&M, which was part of Omnicon Group.
The German automaker has turned to Dick Roth of Roth Observatory International to search for a new agency. The focus of the search will be on three main areas: creative for the national brand, regional and dealer advertising, and marketing on a multicultural level. The search will be complete sometime this fall.
BMW is mounting an advertising offensive, and it's not surprising that as the first part of that offensive, the automaker is trying to nail down a new agency to coordinate its marketing efforts.