BMW has launched its long expected US agency review out of MDC’s KBS and, according to Adweek, has an interesting list of contenders: Droga5, Wieden+Kennedy, Goodby Silverstein & Partners, Anomaly and Hill Holliday.
MDC is still in the frame then with Anomaly but FCB, which handles BMW in the UK and Europe to an extent through FCB Inferno is absent. FCB parent Interpublic is GM’s main agency.
The big networks as a whole are mostly absent although San Francisco’s GS&P, which appears to operate more or less autonomously, is owned by Omnicom.
It’s a pretty good list though and might finally deliver BMW in the US the kind of consistently good advertising it’s lacked. Independent agencies and smaller networks have a head of steam behind them this year and BMW, which has slipped behind Mercedes in the US, has laid its cards on the table pretty clearly with this agency list.