BMW parks it at Media Experts

The media agency has been selected as both BMW Group Canada and Mini's new national media buying and planning agency.

Media Experts has been chosen as the new national media buying and planning agency for both BMW and Mini. The account, which has been awarded for a minimum of three years, was held over the past decade by The Media Company. The win includes BMW brand and dealer media as well as Mini brand and dealer media, spanning all pre-owned vehicle media, offline, online and search, both national and regional.

The agency, which was chosen from three shortlisted firms over a six-month process that included a review of strategic disciplines, ‘online on demand’ capabilities and negotiating prowess, was chosen for its ‘strategic, creative and enthusiastic approach’ according to Kevin Marcotte, director, marketing at BMW Group Canada.

Marcotte says the agency was also chosen for its cross-country team, its innovative online solutions capability as well as its ‘ability to challenge conventional wisdom,’ which he believes will be important in growing sales and brand presence. The company was also recognized for its ‘thoughtful approach to the dealer communications,’ as well as for having a good culture fit and a strong roster of customers.

Media Experts, which also has offices in Montreal, Toronto and Vancouver, manages media investments for Aldo, Best Buy, Bombardier, ING Direct Canada, Future Shop, Koodo, Reitmans, Telus and WestJet.

The creative agency for BMW is Cundari and for Mini, TAXI 2.

Once the final strategy is defined, Media Experts is expected to staff up for the BMW account.