BMW has picked FCB as its agency in Canada, replacing long term incumbent Cundari, which is a compliment of sorts to FCB in London which has handled BMW for three years now and added some international work along the way (below).
BMW is also expected to review its US account where the marque has been overtaken by Mercedes as the leader in the luxury stakes. BMW in the US is handled by MDC-owned KBS.
BMW Canada director Sebastian Beuchel says:”FCB stood out for several reasons. Their strong strategic competence really shone through; they presented truly inspiring creative concepts; their broad, multi-cultural knowledge and insights into retail marketing were exceptional; and their digital strength, a key pillar for us, was particularly strong.
“Changing agencies was a major decision for us. Cundari has been our valued partner for 22 years. They have been with us through major changes in our business, and in the industry as a whole. Over the years, we have done some incredible, award-winning work together, including our BMW M online films.”
BMW’s advertising has failed to match the quality of its cars over the years – despite the success of its long form BMW ‘movies’ – lacking a winning theme since the days of WCRS’ ‘the ultimate driving machine.’ This was a Mercedes killer and successive agencies have failed to match it.
Now it looks as though the German carmaker is looking for a global agency, in line with most of its peers. FCB Inferno in London was a surprise choice by BMW but it looks as though it’s given the Interpublic-owned agency a valuable leg up.