MDC Partners’ Kirshenbaum Bond Senecal & Partners NYC has scored creative for BMW of North America after a review that began in March. KBS&P bested four in the final leg of the pitch: IPG’s Martin Agency and Gotham, Cundari Toronto and WPP’s Grey.
KBS&P will hang on to the account for at least three years. The pitch didn’t affect BMW’s media AOR, IPG’s Universal McCann.
KBS&P succeeds Omnicom Group’s GSD&M Austin, which handled the $160 million account until late last year.
Said Dan Creed, VP/Marketing for BMW, in a statement: “Kirshenbaum Bond Senecal & Partners hit a home run and left no doubt in our minds that they are the clear choice for the lead creative agency selection. KBS&P’s successful pitch energized our team, demonstrating a strong platform of impressive brand insight, and memorable creative execution.”
Donna Gebers, BMW dealer-marketing forum chairperson, added that throughout this process, KBS&P proved they not only understood the BMW brand, but the retail business as well.