A coveted luxurious auto account will probably be up for grabs in 2023 as BMW of North America is conducting an company evaluation for inventive, media, social and CRM, the model confirmed to Advert Age on Tuesday. Advert Age is an affiliate of Automotive Information.

Omnicom’s Goodby Silverstein & Companions has held the inventive account since 2018, when it took over from KBS, which later rebranded as Forsman & Bodenfors after a merger with the Swedish store. The incumbent media company is Interpublic’s UM, whereas IPG’s Efficiency Artwork handles CRM. Different roster businesses embrace Omnicom’s Vital Mass, whose duties embrace net growth and digital advertising, and unbiased store Anchor, which has social media.

BMW in an announcement referred to the evaluation as “a part of our regular course of enterprise,” that means that it’s a procurement-mandated evaluation that occurs regularly each a number of years. The evaluation, which is already underway, is predicted to take nearly all of the calendar 12 months to finish.

Incumbent businesses, or their holding firms, could have a possibility to defend their enterprise, in line with a BMW consultant.

BMW spent $39 million on measured media within the U.S. from January to September final 12 months, up from $32 million in the identical interval in 2021, in line with Kantar. (It spent $49 million for all of 2021.)

Goodby was behind BMW’s 2022 Tremendous Bowl advert that plugged its electrical BMW iX with Arnold Schwarzenegger and Salma Hayek Pinault portraying Zeus and Hera. The model, which had not appeared within the sport since 2015, doesn’t plan to return to the sport this 12 months, BMW beforehand confirmed to Advert Age.

BMW in 2021 took the U.S. luxurious gross sales crown for the third straight 12 months, out-selling rivals Lexus and Mercedes, whereas holding off Telsa, in line with Automotive Information. However this 12 months, BMW is falling behind Tesla within the luxurious race, as of August knowledge.

The company evaluation comes underneath new U.S. advertising management for the German model. In Could, BMW appointed Marcus Casey as vice chairman of Advertising, overseeing U.S. promoting, retail advertising, shopper expertise and model partnerships, CRM and digital media. He had been working at BMW’s Munich headquarters as vice chairman for digital and e-commerce for BMW Group. Casey changed Uwe Dreher, who was appointed vice chairman of Advertising for the BMW Group Area Europe.