BMW keeps ad agencies competitive.(News)(Brief Article)

Automotive News Europe,  November, 2003  by Britt, Bill

• E-mail
• Print
• Link

Byline: Bill Britt

BMW has engineered an unusual, complex process for creating international advertising campaigns.

Nearly all automakers assign a single international advertising agency to handle most advertising on a European or global basis. The prime example is the Ford group: the Ford, Jaguar, Mazda and Land Rover ad agencies are owned by the same holding company, the WPP Group.

Competition fostered

But BMW takes a more flexible approach, tapping into a pool of smaller independent ad agencies around the world.

To maintain a consistent brand image worldwide ...

Read the rest of this article with a Free Trial at HighBeam Research.