Goodby Silverstein & Partners Beats Out Droga5, W+K to Win BMW Creative Review

Incumbent KBS did not participate

The company spent approximately $275 million in the U.S. in 2016. Getty Images
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BMW has named Goodby Silverstein & Partners as its new U.S. creative agency of record after a competitive review, the automaker confirmed today. In addition to brand creative, the agency will also handle regional and dealer work.

The other four finalists in the review, as first reported by Adweek’s AgencySpy, were Wieden+Kennedy, Droga5, Anomaly and Hill Holliday. All five agencies were notified of the client’s decision this afternoon.

“Goodby Silverstein & Partners are well known for their outstanding creative capabilities as well as their ability to reach millions of consumers with the feeling of speaking only to you,” said Trudy Hardy, vp of marketing at BMW of North America. “They are a smart team who has consistently developed impactful work on behalf of their clients. We are looking forward to a strong partnership with them in the years to come.”

“As a young designer growing up wanting to be in advertising, I was always in awe of the line ‘The Ultimate Driving Machine,'” said agency co-founder and co-chairman Rich Silverstein. “To be able to be part of that legacy and bring it into the next generation to buy the car is an honor. And we don’t take that lightly. Besides, I love driving fast cars.”

Derek Robson, partner and president of GS&P, added that the agency “has always loved cars. BMW is one of the most iconic car brands, and we’re excited to continue its long tradition of great work.”

GS&P has included several top car brands among its client roster, including Porsche, Hyundai, Saturn, Chevrolet and Fiat Chrysler’s Chrysler and RAM Trucks. This news marks the agency’s first big win of 2018; in late 2017, it picked up work for the NFL Network, Liberty Mutual and PepsiCo.

The procurement-driven review officially launched last October, with consultancy Ryan Roth Hayes managing the process. BMW’s contract with MDC Partners’ KBS, which had been its AOR for 12 years, ends in June. Less than two months after news of the review first broke, KBS CEO Guy Hayward confirmed in an internal memo that his agency would not be defending the business.

Despite the longstanding relationship with the client, KBS began losing pieces of the BMW business when Laundry Service and Critical Mass picked up social media and design duties. The former agency stopped working with BMW before winning creative work on Ford’s Lincoln brand.

Critical Mass remains the brand’s digital and social media agency of record, with UM handling media and The Community on multicultural campaigns.

As part of its remit, GS&P will work to adapt global creative assets for the U.S. market. According to Kantar Media, BMW spent approximately $275 million in U.S. measured media in 2016.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: March 22, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT