BMP Interaction nets VW planning and buying brief

BMP Interaction has won Volkswagen’s entire interactive buying and

planning account, worth over pounds 1 million.

BMP was last week forced to resign its Vauxhall online business after

winning VW’s interactive marketing brief. BMP Interaction had worked for

Vauxhall since 1998.

The agency won the VW brief after a competitive pitch against the

interactive arm of MediaCom TMB, which landed the traditional media

element of the account in August. The account was previously handled by

Carat Interactive, with sister agency BBJ Media Services running the

traditional account.

BMP Interaction’s managing director Jason Goodman said: ’The appeal of

the VW account is the breadth of our role. We’ll be refining the

customer experience, not only on the web but across the digital

media.’

He said the split with Vauxhall was amicable. ’We’ve always had a good

relationship. Vauxhall has several agencies working on elements of its

business, so it always has someone to turn to when something like this

occurs.’

Bernard Bradley, VW’s marketing communications manager, confirmed that

the company wanted to integrate the website into the rest of its

marketing strategy. ’The way people buy cars online is changing rapidly

and the internet will play a critical role in the new business model.’

This article was first published on Campaign