HPS scoops £5m BMW dealers’ brief

BMW has appointed HPS Marketing to its £5m dealership marketing account.

BMW has appointed HPS Marketing to its £5m dealership marketing account.

The agency is believed to have beaten incumbent Emery McLaven Orr (EMO), which has handled the account for the past 15 years, and The Russell Organisation to win the business.

A BMW spokesman could not confirm the appointment as Marketing Week went to press, but it is understood it will be made official by the end of the week.

It is thought that BMW, which called the review in October last year, felt that its dealership marketing needed an overhaul in the face of increasing competition brought about by market deregulation. HPS will be responsible for customer marketing at 130 UK dealerships.

Separately, BMW is reviewing the £25m media planning and buying accounts for its BMW and Mini brands. The business is shared by Vizeum and Element Communications, a joint venture between WCRS and Naked Communications.

The AAR is conducting the review. It is thought that Starcom, Zenith Optimedia and Vizeum have been shortlisted for the media buying brief.

Element was created in December to handle media planning for BMW. WCRS and Naked won the work from Vizeum. Vizeum, under its previous name BBJ, won BMW in 2000 after pitching with Carat International.

Earlier this year, BMW appointed Lida, the direct marketing arm of M&C Saatchi, to handle direct marketing for Mini.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here