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BMW of North America, LLC | Company Profile, Marketing Contacts, Media Spend, Brands




Established in 1975, BMW of North America is a leading importer of luxury and performance vehicles. MINI Cooper and Rolls-Royce automobiles are also imported and marketed by the company. BMW of North America is headquartered in Woodcliff Lake, NJ.

Main Telephone (201) 307-4000
Main Fax (201) 307-4095
Primary Address
Post Office Box 1227
Westwood, NJ 07675
USA

BMW of North America, LLC Contacts

Contacts (5/49)
Name Title State
Richard S. Head, Product Planning & Strategy NJ
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (201) 307-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1227
Westwood, NJ
07675
USA

Wayne O. Chief Operating Officer & Vice President, Sales NJ
Bernard K. President & Chief Executive Officer NJ
Andrew C. Executive & Internal Communications Manager NJ
Trudy H. Vice President, Marketing NJ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
BMW 7 Series ********
BMW F Series *
BMW K Series *
BMW M *****
BMW R Series *

Agency Relationships


Brand Agency Service From To
************ ***+ AOR - creative 2011 present
************ ********* ****** media buying & planning 2009 present
*** * ****** ***+ AOR - creative 2011 present
*** * ****** ********* ****** media buying & planning 2009 present
*** * ****** ***+ AOR - creative 2011 present

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WinmoEdge

Score 63 - On the Brink: BMW, MINI creative changes coming if sales stall continues?


Subject: TV, print,  digital, sponsorship, radio

Company: BMW of North America

Opportunity: This is old news (research

So, with new Olympic campaigns coming out and Q4 around the corner, sellers focusing on upscale millennials and Gen-Xers should keep reaching out. Besides auto endemic, display has mostly targeted news, tech, and entertainment sites. 

Agencies - creative reviews often follow media and vice versa. Beyond that, MINI's struggles have continued and marketing changes have been a hot topic as a result. In the first half of the year, sales plummeted 17% to 25,144 vehicles and sales have basically been flat since its record breaking year in 2012, when 66,123 cars were sold.

Also, according to the Automotive News Data Center, BMW sales fell 9% in H1 to 153,436 vehicles. But BMW fared much better in 2015 than MINI, so the account isn't nearly as vulnerable yet. 

Furthermore, creative for both brands has been at the same agencies well past average agency tenure (2.5-3 years). MDC's BSSP has had creative since 2005 but already lost media last fall. So, changes could be on the way if sales don't improve, especially at MINI.

Additional Insight

Media Spend: BMW spent $221.7 million on measured media last year, $59.1 million of which went to MINI. This was a 28% increase from $173.2 million in 2014, $30.8 of which supported MINI, according to Kantar Media. Last year, more than 75% of the ad budget went to BMW and MINI TV ads. The remainder mostly supported search, display and magazine ads. 

BMW of North America
Post Office Box 1227
Westwood, NJ 07675
(201) 307-4000

Trudy Hardy
Vice President, Marketing
Direct Dial: (201) 307-4190 (Assistant is Jim McDowell)
trudy.hardy@bmwna.com

Lee Nadler
Manager, Communications & Launch – MINI
(201) 307-4000
lee.nadler@miniusa.com