BMW holds pitch for pan-European motorbike push

BMW Motorrad, BMW’s motorcycle division, is understood to be holding a multi-million pound pitch to find an agency for a new pan-European advertising push.

The company is thought to have drawn up a longlist of agencies from across Europe to create a campaign that will run in several major markets.

It is not known whether the incumbent on the UK account McCann Erickson, which was reappointed to handle the business almost two years ago following a three-way contest (MW March 24, 2005), is involved in the latest pitch.

A spokesman for BMW Motorrad refuses to confirm the pitch is taking place but says: “It is normal for a creative company like BMW to look around from time to time to make sure we are getting the best new creative ideas.”

BMW Motorrad promoted former BMW GB general manager for motorcycles Pieter de Waal to global sales and marketing director in 2004 (MW October 7, 2004).

He replaced Peter Muller, who moved to oversee the engineering division.

In 2001, BMW decided to look for a separate advertising agency for its motorcycle division in the UK, which was previously handled by WCRS along with its car advertising. McCann Erickson won the account following a five-way pitch with a brief to give BMW motorcycles a trendier image. BMW also sells apparel under the brand.

BMW originated as an aircraft manufacturer, from which it derives its propeller logo, and began selling motorcycles in 1923, five years before it manufactured its first car.

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