ID Comms

BMW’s return to Super Bowl is big opportunity for Kirshenbaum Bond Senecal

German car companies are booming and BMW, arguably the most successful of the lot, is returning to America’s top rating Super Bowl after ten years to flag a clutch of new car releases including its eagerly-awaited ActiveE electric car.

It has chosen roster agency Kirshenbaum Bond Senecal & Partners to handle the campaign which gives the MDC Partners-owned shop a great choice to emerge as the company’s number one agency worldwide following its decision to part with GSD&M Idea City which produced the much-criticised ‘joy’ campaign.

The assignment gives Kirshenbaum the opportunity to emerge from the shadow cast by its MDC sibling Crispin Porter + Bogusky which has recently been appointed by Kraft to handle Milka and Jello.

It will also allow Kirshenbaum CEO Lori Senecal an opportunity to show she’s the right person to lead the agency forward following her controversial departure from McCann in New York which led Interpublic to threaten legal action.

And bring some relief to Toronto-based owner MDC which is still making hefty losses ($16m reported back in July) despite growing its sales because of its dedicated acquisition spree over the past few years.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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