BMW Motorrad USA selected New York-based Concept Farm as its new agency of record for advertising purposes.
Concept Farm, an independent ad agency, production company and entertainment development group, has 35 full-time employees. Major advertising clients include ESPN, The Bank of New York, Deloitte Consulting and James Patterson Entertainment.
Omnicom Group's Merkley & Partners, New York, held BMW Motorrad USA's account since 1998, but did not attempt to re-sign. Merkley's contract, which included creative, planning, strategy and online initiatives, expired May 1.
Media buying is not part of the deal and will continue to be handled by Connecticut-based Icon International, which has fulfilled those needs for the past two years.
BMW said Concept Farm won the $2 million account because of its capabilities in guerilla, interactive and Web work. The brand plans to continue traditional advertising, boost its online presence, hold experiential marketing events, and move forward with development of its Xplor website content.
While more than 40 advertising agencies initially vied for the account, three New York agencies - Concept Farm, Brooklyn Brothers and G2 - made final presentations to marketing managers at BMW Motorrad USA in late April.
Brooklyn Brothers, which recently helped re-launch the New York Rangers, is an independent agency with seven full-time employees. G2 is part of the Grey Global Group, a WPP company. It has 120 employees in New York and more than 1,000 staff members worldwide serving the tobacco, spirits, and luxury goods industries.
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