Accenture to boss BMW agencies

BMW-6-Series-Gran-Coupe-1Agencies working on digital marketing for German car giant BMW have a new overlord after the company revealed it has appointed management consultancy Accenture to handle its entire digital business.
The move will see the likes of Iris, Partners Andrews Aldridge, M&C Saatchi Mobile, and Synergy now being managed directly by the consultancy, which is handling two key contracts. It is understood these include both the sub-brands, Mini and Rolls-Royce. However, one UK agency boss told DecisionMarketing: “It’s news to us.”
The first will see Accenture spearhead the roll out of a new customer-facing website across 100 of BMW’s markets.
“Accenture is managing all aspects of the rollout, including the agencies involved, scoping digital requirements, training local content managers and agencies on the new platform and coordinating testing and post go-live support,” it said in a statement.
Under the second contract, Accenture will manage the global implementation of BMW’s centrally created digital marketing campaigns.
It will “manage content localisation for each market, including deployment to social media channels, starting with Facebook, as well as deployment to mobile versions of the site”, Accenture said.
It is the firm’s second digital marketing contract win in the past week, after it revealed that it had built a “digital social platform” for consumer goods giant Unilever.
Accenture launched its digital marketing practice, Accenture Interactive, in 2009. The company claims its services are used to manage $12bn in marketing spend.
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