Matlock Advertising and Public Relations, Atlanta, retains BMW’s marketing duties for the African-American market. However, Austin, TX-based Sanders\Wingo replaced Matlock as the multicultural shop on Mini.
Ramona, NY, which takes over from Bromley Communications, San Antonio, is a unit of MDC’s Kirshenbaum Bond Senecal + Partners, which last month won duties as BMW USA’s lead creative shop.
“Both of these agencies bring a unique set of strengths to the table that will compliment BMW,” Dan Creed, vp, marketing, BMW North America said in a statement. “We are looking forward to working with our talented roster of new agencies as we continue rolling out our strong product offensive. ”
In March Creed, named as the head of BMW’s North America marketing last September, launched a review for most of its US agency business. KBS+P prevailed after the auto marketer narrowed the field of contenders to also include The Martin Agency, Richmond, VA; Gotham, NY; Grey West, SF and Cundari, Toronto.
Roth Associates in New York, managed the multi-cultural and general market