Ogilvy, which was re-appointed in 2014, was not in the final three companies in the competitive pitch. The pitch was between Clemenger, WiTH Collective and Iris.
BMW Group Australia general manager of marketing Tony Sesto told AdNews that “BMW Group Australia is on the threshold of launching a range of exciting new products in new segments, and so we sought an innovative creative agency to design and implement campaigns to support these initiatives.”
Clemenger previously worked on Mercedes-Benz campaigns. Last year, BMW retained Vizeum to look after its $20 million media account.
BMW’s switch reflects ad changes within the car industry and follows movements in the past six months by Hyundai, Ford and Jaguar Land Rover.
By Neil Dowling