Ramona to drive BMW.

BMW of North America 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.”