BMW Completes Multicultural Review.

BMW of North America, LLC announced that Matlock of Atlanta has been chosen to handle multicultural duties for the African American market after an exhaustive multicultural agency search. The company also announced it expects to enhance its existing relationship with Hispanic agency Publicis Sanchez & Levitan in Miami.

Both agencies will work closely with BMW to provide strategic direction, creative execution, production and media planning for multicultural advertising initiatives in the US market. A mix of TV, Print, interactive and radio will be developed for each area with initial work expected to break later this year. Billings were not disclosed.

Based in Atlanta, minority owned agency Matlock has a superb track record of results for its accounts including Bell South, Publix Supermarkets, Dell Computer Corporation and the Coca-Cola Company.

Miami-based Sanchez & Levitan, part of the Publicis network, is a successful bilingual and bicultural marketing partner to Nestle, Pennzoil Quaker State and Bell South.

“Diversity at the BMW Group, as well as respect for the individual, are values that are at the core of our business strategy,” said Jim McDowell, Vice President of Marketing for BMW of North America, LLC. “This is illustrated in our commitment to diversity with our customers, employees, retail network and with our business partners. BMW has chosen these agencies because they share these beliefs and will work diligently in the spirit of partnership to help us achieve our business goals.”

BMW continues to maintain its relationships with Fallon McElligott in Minneapolis which serves as BMW’s lead creative agency; Publicis handles regional advertising accounts for BMW’s Central, Eastern and Southern regional accounts; and Mendolsohn/Zien of Los Angeles handles regional advertising for BMW’s Western region.