BMW hands DM business to AIS after ten-month review

BMW has handed its entire direct marketing business to Archibald Ingall Stretton (AIS) following a ten-month review.

The appointment follows EHS Brann’s resignation from the account earlier this year (MW March 21). BMW called the review because of the merger of ehsrealtime and Brann. The merged agency, which handles direct marketing for Peugeot, would have had conflicting car clients.

However, EHS Brann retains the Mini business, which is handled separately despite the brand being owned by BMW. Tequila/London is understood to have been in the running for the business.

AIS already handles direct marketing for Skoda, an account it has held since 1999, and Skoda marketing chief Mary Newcombe says she is happy with the arrangement.

AIS and Fallon, Skoda’s above-the-line agency, are credited with helping to turn the fortunes of the much-pilloried Skoda brand around by parodying its previously “poor” image in their advertising campaigns.

AIS will take responsibility for building the BMW marque’s customer relationship activity and develop work for a series of new product launches planned for next year.

The agency has already developed its first campaign to support the new 5 Series Edition Sport model, which takes the form of a dummy invoice to highlight the millions of pounds invested in the 5 Series during the past five years.

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