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BMW of North America Announces Agency Selections for Multicultural and Diversity Marketing

Woodcliff Lake, NJ – September 13, 2011…BMW of North America today announced the results of their multicultural and diversity marketing agency review for both BMW and MINI USA.

Matlock Advertising and Public Relations in Atlanta, GA will retain the BMW account and continue its long history with the company in its current capacity. BMW has added Ramona in New York City to also serve BMW in its diversity marketing efforts. Ramona is a division of MDC’s Kirshenbaum Bond Senecal + partners (kbs+p), who was recently named lead creative agency for BMW USA.

“Both of these agencies bring a unique set of strengths to the table that will compliment BMW,” said Dan Creed, Vice President, Marketing, BMW of North America. “We are looking forward to working with our talented roster of agencies as we continue rolling out our strong product offensive.”


Sanders\Wingo Advertising in Austin, TX has been appointed to support all the diversity marketing activities for MINI USA.

“MINI's customer base is becoming increasingly diverse as our vehicle lineup expands, and Sanders/Wingo Advertising clearly understands the multicultural audiences that are key for us," said Jim McDowell, Vice President MINI USA. "As we continue to grow the brand, Sanders/Wingo's impressive capabilities in the areas of strategic planning and market research within multicultural segments will be crucial for increasing awareness of MINI's distinctive design, “go-kart handling” and extremely high level of customization."

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 and X3 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 and BMW Sports Activity Vehicle centers, 138 BMW motorcycle retailers, 105 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.

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