The Vault | Agency Profile, Contacts, AOR, Client Relationships

• The review is already underway and is expected to conclude toward the end of 2023.
• It is reportedly a procure-mandated review that occurs regularly every several years.
• Incumbent agencies will have an opportunity to defend their business, per a BMW spokesperson.
• became BMW's creative AOR in 2018, when it took over from what's now known as Forsman & Bodenfors.
• The company's incumbent media AOR is .
• We expected agency reviews would follow BMW's recent leadership shifts.
• The company will likely:
  • Continue increasing national TV spend
  • Return to heavier digital spend
  • Shift its strategy once it selects new agency partners
• Target demographic: 
  • Millennials and Gen-X with a male skew

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: BMW spent approximately $47.5m on national TV commercials in 2022, up 60% from the approximately $29.7m spent in 2021.
  • 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as NFL Football, the FIFA World Cup 2022, College Football, SportsCenter, and NBA Basketball.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, the automaker's estimated full-year spend decreased 7% to $26.4m that of $28.3m in 2021.
  • 2022 data: BMW ended up earning ~3.2b digital impressions last year via Facebook (49%), Instagram (32%), desktop video (13%), desktop display (5%), and mobile display (1%) ads.
    • The company placed its desktop video ads of 2022 site direct onto youtube.com (77%), cnn.com, Twitch, and yahoo.com.
• Additional channel insights  
  • The company utilizes local broadcast and experiential marketing.
  • It also pursues sponsorship opportunities such as a recent deal with the Kentucky Derby.

Additional agency insights:

• Opportunity: Get in touch sooner rather than later to be involved in this review.
• Current agency roster:
  • ​​​​​​​​​​​​​​Goodby, Silverstein & Partners: Creative AOR (2018)
  • UM NY: Media AOR
  • Performance Art: CRM agency partner
  • Critical Mass NY: Web development and digital marketing AOR
  • Anchor: Social media AOR
  • : Creative AOR
  • : Creative AOR
  • : Creative AOR
  • : PR AOR
  • : AOR
  • : Multicultural agency partner
  • : Programmatic agency partner

Insight Sources: Broadcast insights estimated by .