Luxury car marques kick off media reviews
BMW and Porsche are kicking off media planning and buying account reviews, as they seek to boost interest in their luxury models.
BMW is reviewing its estimated £16m account, which is currently held by Vizeum. The marque is already reviewing its UK advertising, digital and direct marketing agency requirements and has appointed the AAR to handle the media review, at the conclusion of the advertising pitch.
BMW’s creative pitch is currently down to four agencies – Karmarama, The Brooklyn Brothers, Engine and VCCP. The marque is looking for its agency to help to promote its sponsorship of the London 2012 Olympics and Paralympic Games.
Meanwhile, Porsche is to review its £50m international media planning and buying account, in an attempt to consolidate the business on a global basis.
Volkswagen has recently completed an agreement to take a 49.9% stake in Porsche AG, clearing the way for the two brands to merge and former an integrated company http://www.marketingweek.co.uk/news/volkswagen-takes-49-stake-in-porsche/3007606.article.
