BMW Group Middle East plans to restructure its marketing and advertising agency network in the Middle East region in line with the international realignment of the German car manufacturer's advertising and marketing strategies.
The Dubai-based regional office of the German manufacturer of the BMW, MINI and Rolls Royce brands has split its marketing communication account among specialized agencies to separately run the four disciplines of its account, namely public relations, creative services, media buying, and client servicing campaign market alignment.
Prior to the restructuring initiative, BMW Group Middle East's full marketing communication account and that of its importer network in the region was handled by one agency, Fortune Promoseven, through their central office in Dubai.
Under the new strategy, the regional office has appointed the Dusseldorf-based creative agency U5 Communications as its lead creative agency. U5 is also the lead creative agency for BMW subsidiaries and regional offices in Asia, Australia, North Africa, the Carribean, South Africa and Eastern Europe.
For client servicing of the regional office and importer network, and the market alignment of U5's creative campaign, BMW Group Middle East appointed the Dubai-based Middle East Media Group (MMG) which was set up as an exclusive agency serving only BMW Group and its importers in the Gulf and Levant markets.
Media buying for BMW Group's regional office and its importers will be handled jointly by MMG and its associate media buying house, Media Insight. MMG will be responsible for media planning and will benefit from Media Insight's media purchasing power to obtain the most competitive rates for BMW Group.
Promoseven Weber Shandwick Public Relations, the public relations arm of Fortune Promoseven, was retained by BMW Group Middle East as its public relations consultancy for the regional office as well as the importer network. — (menareport.com)
© 2003 Mena Report (www.menareport.com)
