Omnicom’s Critical Mass is expanding its work with automaker BMW, picking up media duties in Canada, the U.S. and Latin America following a nearly year-ong review process.

The five-year assignment, which begins on Jan. 1, 2024, also includes BMW’s Mini brand, as well as the Motorrad motorcycle business.

Critical Mass is adding media to its current remit as BMW’s lead website and digital marketing agency. Based in Calgary, Critical Mass also counts spaces in Toronto, New York, Chicago, Sao Paulo, Los Angeles and Nashville among its global offices.

“We’ve partnered with BMW for seven years now, and it’s been remarkable to be part of the brand’s digital transformation,” said Chris Gokeirt, CEO of Critcal Mass. “BMW is poised to deliver the best customer experience in the industry, and we’re excited to create a bespoke model for media.”

The selection was made following a review process that began in late 2022 and also included the automaker’s creative, CRM and social work. Announcements on the outcomes of those reviews is expected before the end of the year.

IPG previously held the bulk of BMW’s media business, which was handled by Media Experts in Canada and UM in the U.S.

Media Experts had worked with BMW in Canada since 2009, prior to it being acquired by IPG. Along with UM, it successfully defended the account in a North American review in 2016.

Featured image courtesy BMW.