BMW sets sights on ad-weary rich

BMW has taken on The Fish Can Sing (TFCS) to run a new style of marketing campaign targeting wealthy consumers, whom it believes are becoming 'resistant to traditional advertising'.

The brief is believed to be worth around £250,000.

It is the first time BMW has retained external PR support for a lifestyle-focused brief, and the agency will run interactive campaigns to build the brand's profile outside the motoring media.

TFCS creative director Dan Holliday said activity would include a publishing deal, podcasts, a blog, test drives, viral emails, dealer promotions, a media event and a major media relations campaign.

The agency is working alongside BMW's PR and marketing teams, reporting to UK general manager of marketing and communications Richard Hudson.

BMW's target audience is ‘prosperous, creatively minded and technologically literate consumers', and TFCS will work on establishing an ‘emotional connection' with the brand, said Holliday.

Hudson declined to comment on whether a formal pitch process had taken place or with which other agencies it had held talks.

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