There are two words guaranteed to cause heavy Maalox and Valium intake in the world of my (former) fellow Mad Men, and to increase billable hours at their shrinks: “Agency review.”
The client calls in the competition to present ideas. A lot of time and huge amounts of money are wasted spent in the beauty contest. Now all ad agencies of BMW U.S.A. are pummeled by anxiety attacks: BMW has called for the dreaded agency review.
Only five months after Omnicom’s GSD&M and BMW parted ways and Kirshenbaum Bond Senecal & Partners took over, BMW put the complete $160 million measured media account up for bid. “Below the line” as the say in the trade, there usually is much more money for an agency to make. According to a BMW press release, BMW of North America “will hold an agency review for the majority of the BMW brand creative work in America. The announcement comes as BMW is in the midst of a significant two-year model offensive.”
Everything is up for grabs: National creative, handled by Kirshenbaum, dealer advertising, produced by WPP’s Grey West, an even “BMW’s multi-cultural marketing efforts” which needed two agencies (probably for diversity reasons), Matlock in Atlanta, GA and Bromley in San Antonio, TX. All agencies can look forward to a nervous summer as the pitch will last well into fall-
The search for new agencies is handled by yet another agency, Roth Observatory International. If you want to take part in the pitch, send an email to [email protected]. If you need a consultant for how to impress clients from Bavaria, send email to [email protected]