BMW Group calls creative pitch as Clemenger steps back

BMW Group has put its Australian creative account out to pitch, Mumbrella reports, with incumbent Clemenger BBDO understood not to be recontesting it.

The account covers brand and retail marketing for the BMW and Mini brands and their dealer networks. Mumbrella reports BMW Group confirmed the review, and that Clemenger had stopped working on the business before the pitch was called.

Clemenger BBDO has held the account since 2018, when it took over from Ogilvy after more than two decades, and retained it through a regional review in 2022 with sister agency Colenso keeping the New Zealand business. BMW would not tell Mumbrella whether New Zealand forms part of the current process, and Omnicom declined to comment.

Melbourne independent Scooter, which has worked with BMW Group since December 2024, is understood by Mumbrella to be in contention. Media for Australia and New Zealand sits with Atomic 212, and marketing for BMW Group Australia is led by general manager of marketing Alex McLean.

For dealers the question is what a change of agency does to retail marketing material funded through network contributions, including co-op and local area creative, and how continuity is handled through a transition.