The reasons behind the separation are not clear, with some pointing to BMW having been "fired" by the agency and others hinting the death of BMW’s vice president of marketing, Jack Pitney, earlier this year, weighed heavily in the decision. Either way, the move was initiated by the advertising agency, and not BMW.
“BMW and GSD&M Idea City will end their relationship after the current contract expires. We thank GSD&M for their contributions over the last five years. They have been great partners,” the carmaker says in a statement cited by BMWblog.
According to an internal memo of the advertising agency, the separation from BMW “affects our relationship with BMW North America and globally.” No reason behind the decision is mentioned, apart from “changes in any journey” and the need to “part ways.”
According to the source, the Joy campaign which started under GSD&M Idea City will continue, even if it's not yet clear who will take charge of the advertising business of BMW in North America.
“However, we have a number of agency partners, both in the US and globally, that provide high quality work,” said BMW. "We look forward to continuing to work with this team of great agencies now and in the future on a wide range of dynamic new products, technologies and initiatives.”
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