January 6th, 2023, Lesley Simeon
BMW (North America) has begun its agency review process for its creative, media, social and CRM accounts. IPG’s UM has been the German automaker’s media agency since 2009, and its sister agency Performance Art handles the brand’s CRM. Omnicom’s Goodby Silverstein & Partners has been BMW’s creative agency since March 2018, while Anchor Worldwide has run the brand’s social account December 2018 onwards.
How has the luxury auto brand performed under incumbent agencies?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - BMW’s Ad Awareness metric in the US hasn’t grown over the last five years. The metric - which indicates how many and which consumers are noticing the brand’s advertising - has changed marginally, going from 14% on 1 January 2018 to 13% on 2 January 2023.
The brand’s Index metric - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation - has also remained mostly the same. From a net score of 16 on 1 January 2018, the metric touched a high of 18 on 30 September 2022, before returning to 16 on 2 January 2023.
BMW’s Current Customer metric on the other hand has improved over five years by two percentage points, from 2% on 1 January 2018 to 4% on 2 January 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. BMW’s Index score is a is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between -100 and +100. It’s Ad Awareness score is based on the question: Which of the following car makers have you seen ad advertisement for in the past two weeks? and delivered as a percentage. It’s Current Customer score is based on the question: Do you currently have a car or truck from any of the following car makers? and delivered as a percentage. Scores are based on an average daily sample size of 2266 adults between 1 January 2018 and 2 January 2023. Figures are based on a four-week moving average. Learn more about BrandIndex.
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