BMW seeks a 'holistic' ad approach.(News)

Automotive News, November, 2005

Byline: Matthew Creamer, Lisa Sanders

Don't be surprised if BMW's advertising starts to look more like Mini's.

Last week, BMW of North America LLC awarded its national creative account to GSD&M Advertising of Austin, Texas.

Jack Pitney, BMW's vice president of marketing, said in a conference call last week that the company's "holistic'' approach will borrow advertising ideas from its Mini brand.

Mini is known for its use of event marketing and other nontraditional strategies. It has a separate ad account.

Pitney previously headed sales and marketing at Mini. Last spring he switched jobs with BMW's longtime marketing chief, Jim McDowell.

In June, BMW dumped its then-ad agency, Fallon of Minneapolis.

The...

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