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      11-16-2005, 11:51 PM   #1
maq
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BMW names new ad agency

Austin, TX - November 14, 2005...BMW North America announced today that it has selected GSD&M, Austin as its new US advertising agency. GSD&M was selected from a group of 4 finalists. The search for a new national ad agency began in July 2005 and was spearheaded by Select Resources International.

GSD&M will work with BMW to create national broadcast spots and print ads, which will communicate the vibrancy of the brand. Publicis (New York, NY/Dallas, Texas) and Grey will continue as BMW's regional ad agencies.

"We feel confident that GSD&M will offer us a fresh, exciting perspective and an inventive new edge for the BMW brand," said Jack Pitney, Vice President, Marketing, BMW of North America. "BMW has carved out a unique niche in the industry by placing a premium on constant innovation and creativity. We believe GSD&M is the right agency to help us memorably convey the outstanding qualities of our brand to the public."

"BMW is a best in class brand. Full of life. Built with innovations. Uncompromising in quality and character," said Roy Spence, President of GSD&M. "GSD&M is honored and so very proud to represent this brand of great purpose."

GSD&M, an agency based in Austin, Texas has been instrumental in building the brands of some of the country's most respected and successful companies including Wal Mart, MasterCard and Dreamworks. Most recently they created a nationally lauded campaign for the American Red Cross to help raise money for hurricane relief.

GSD&M
Since its founding by six college students in 1971, Austin-based GSD&M has grown to more than 600 people and 2004 billings estimated at more than $1.4 billion. GSD&M has become widely known for developing visionary ideas for brands with a purpose. Some of those brands include Wal-Mart, SBC, Chili's Grill & Bar, Southwest Airlines, the U.S. Air Force, DreamWorks and MasterCard. GSD&M is part of Omnicom Group, Inc. (NYSE:OMC)

source: mwerks.com
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      11-17-2005, 12:32 AM   #2
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This is gonna change the way the general public see BMW in America in the future. Let's hope the Austin firm could pull it off and come up with some great compaigns.

GSD&M's predecessor, Fallon, created BMWfilm and BMW was named Best Global Advertiser at last year's Cannes Ad Festival. This past summer, BMW asked Fallon to compete in a review in order to keep the account, and Fallon declined. In the early 90's, BMW did the same thing to its then award winning agency Ammirati & Puris, who created the motto "The ultimate driving machine". The New York firm declined BMW's request of competing against other agencies for the account, and was named Agency of the Year for standing up to BMW and showing pride. The next agency that BMW went to (a much cheaper one) totally sucked and BMW had to dump it after just a short time.

I think BMW is trying to change its brand image and is seeking new market/audience. My prediction: don't be surprised to see a new company motto.
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