After choosing DDB to take over from FCB as its creative agency late last year, BMW has completed its line-up, with Rapp taking over from Twenty as its CRM agency and Dynamo, which had been working with the company on a short-term contract, being appointed as the media partner.
“There were three agencies involved in the pitch, including incumbent Twenty, who have provided more than seven years of service to the BMW Group,” says managing director Nina Englert in a release. “Twenty played a big role in supporting BMW to become the number one selling premium automotive brand in New Zealand. We thank Twenty for that and wish them every success in the future. As part of making the decision, Rapp has shown us a different path going forward and the team is looking forward to working with the new agency. With the growing popularity of BMW and Mini in New Zealand, we are focused on customer relationship management as a key part of our business.”
Rapp will commence working on the BMW account from July 1.
As for Dynamo, which has been working alongside DDB on Mini's impressive Goodbye Pork Pie 2014 campaign, it's a major fillip and shows that its skills can be applied to brands other than its foundation client Telecom. It takes over from FCB Media, which is thought to have resigned the account.
“The appointment of a new media partner has been a very robust and thorough process,” says Englert. "We have been without a media partner for almost six months and Dynamo has been supporting the BMW Group brands on an interim basis since January 2014. In that time, as well as throughout the pitch process, they have demonstrated they are at the forefront of media strategy implementation, and can add real value to our business into the future. We have every expectation that this positive and cohesive relationship will continue and certainly assist BMW Group as we look to maintain our number one position of the premium automotive segment.”
BMW Group didn't want to discuss the other parties involved in the pitches.
In 2013's new car sales figures, BMW took first place in the luxury segment with 1,910 sales (up 16.2 percent from 1,646 in 2012), ahead of Audi with 1820 and Mercedes-Benz on 1482. Mini was up 14 percent to 490 from 430 in 2012.