DDB retains BMW/Mini creative account

DDB has managed to hold onto the creative account for BMW/Mini, following a competitive pitch process.

The communications team at the car manufacturer confirmed speculation on Friday afternoon that the marketing team had come to the decision to retain its partnership with the incumbent agency.   

The final stages of the pitch were contested between True, Colenso BBDO and DDB.

The pitch process has been ongoing since August last year when BMW confirmed that it was pitching the account.

DDB will no doubt be pleased with the result given how rarely clients stick with the incumbent.

International research estimates that an account will only stay with the incumbent five to ten percent of the time.

So rare is it for agencies to retain an account that some agencies have incorporated a ‘no defend’ policy when an account goes up for pitch, due to the resources and time involved in trying to win back the work.

DDB isn’t the first agency to hold onto an account in the last year, with Special Group also retaining 2degrees in November after a pitch.

Nielsen data shows BMW as the 13th biggest spender among automotive brands for the year ending 30 June 2016. 

Over the last three years, the brand’s spend has fluctuated between $4.2 million and $6.4 million.

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