BMW Picks Goodby as Its Top Ad Agency for U.S. Market

BMW AG has selected Goodby, Silverstein & Partners to head its U.S. advertising after a four-month review, Advertising Age reports.

Goodby succeeds KBS after a review process that began in October with 25 agencies. Ad Age estimates the annual retainer for the BMW account is about $12 million, plus as much as $8 million more for special projects.

The San Francisco-based agency has a long track record with automotive advertising. Ad Age notes that the company has done work for Chevrolet, Saturn and Fiat Chrysler Automobiles.

BMW’s sales in the U.S. fell 3% last year in a market that shrank 2%, according to Autodata Corp. The brand’s sales through the first two months of 2018 rose 5%, compared with an overall market decline of 1%.