Digital media planning and buying duties have been given to Carat off the back of a six-month long competitive pitch. Carat has already been BMW's agency for traditional media since 2006. Hylink also serves another automobile client, Shanghai GM.
In addition, im2.0 will now handle both traditional and digital creative work for the BMW-owned Mini brand, replacing eight-year incumbent Interone, sources said.
At least eight agencies—including the incumbents as well as, Starcom, &C, AdPeople and AKQA—attended the pitches. Final-round presentations took place in June.
Industry sources said the account reviews were driven by the automaker’s procurement and purchasing department.