BMW NAMES GSD&M IDEA CITY LEAD GLOBAL AGENCY

Woodcliff Lake, NJ - May 14, 2009... BMW AG has selected Omnicom Group's GSD&M Idea City (Austin, TX) as its lead global agency of creative for brand advertising communications. This decision is a significant step in the consolidation of global creative duties, which were previously shared among various international marketing agencies.

The first work from GSD&M Idea City under the new contract will be a new global communication campaign with the central theme of “Joy”. Joy is the core of BMW - it is the force that drives the brand, its employees and its products. This core BMW brand value has been communicated in the US as “The Ultimate Driving Machine” since 1975 and will continue with the new campaign.

The advertising creative work will be adapted for all media worldwide, including internet, auto shows and events.

“We are delighted to have an agency such as GSD&M Idea City with the potential to set further creative benchmarks with BMW global brand communications in the future. We will be working with our partner to continue sharpening BMW’s brand profile through focused and emotional communications,” commented Jan-Christiaan Koenders, Director Brand Communication BMW and Group Marketing Services.

The new global communication campaign will be introduced in Europe throughout summer 2009 and is being planned for a US roll-out in early 2010.

“We are thrilled that a US agency is being chosen as the lead agency for BMW’s global brand communication. GSD&M Idea City continue to be a valued partner of BMW of North America. The scope of their work will now broaden to include international work as well as national creative duties,” said Jack Pitney, Vice President of Marketing, BMW of North America.

BMW of North America and GSD&M Idea City began their relationship in November 2005. Since that time GSD&M Idea City has helped create more than 20 marketing initiatives and vehicle launches including the introduction of the BMW 1 Series, BMW X6, BMW 335d and BMW X5 xDrive35d Advanced Diesel models and the all-new BMW Z4 Roadster to the U.S. market. GSD&M Idea City remains under their current contract with BMW of North America for national creative duties.

The adaptation of US regional and dealer specific campaigns will remain unchanged and will be managed by our regional agency partner Grey West Advertising.

BMW Group In America
BMW of North America, LLC has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group’s global manufacturing network and is the exclusive manufacturing plant for all X5 Sports Activity Vehicles and X6 Sports Activity Coupes. The BMW Group sales organization is represented in the U.S. through networks of 338 BMW passenger car centers, 335 BMW Sports Activity Vehicle centers, 142 BMW motorcycle retailers, 83 MINI passenger car dealers, and 30 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.

Information about BMW Group products is available to consumers via the Internet at:

www.bmwgroupna.com
www.bmwusa.com
www.bmwmotorcycles.com
www.miniusa.com
www.rolls-roycemotorcars.com

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Journalist note: Information about the BMW Group and its products is available to journalists on-line at the BMW Group PressClub at the following address: www.press.bmwgroup.com and select “USA” from the list of National PressClubs. Broadcast quality video footage is available via The NewsMarket at www.thenewsmarket.com.

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GSD&M Idea City
GSD&M Idea City is a leading marketing communications and advertising company that has helped grow some of the world’s most successful brands. For more information go to www.IdeaCity.com. GSD&M Idea City is part of Omnicom Group, Inc. (NYSE:OMC).

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