Partners Andrews Aldridge is facing a second review of its Rolls-Royce account in as many years, having fought off Publicis Chemistry to retain the business only 18 months ago.
The luxury car brand, owned by BMW, has worked with Partners since 2008 and the parent firm has a strong relationship with the Engine Group. It is understood creative chief Steve Aldridge is the global lead creative for BMW.
The moves comes just a fortnight after Accenture claimed it had been appointed to run all digital marketing activity for BMW, an appointment one agency chief described as “news to us”.
The Rolls-Royce account mainly covers digital work, such as online films and direct marketing, but also includes CRM as well as trade events. The AAR is handling the review, which is being led by the procurement department.
Requests for information (RFIs) were sent out last week.
The most recent review, in August 2011, saw Partners beat Publicis Chemistry; back in 2008, it beat Rapier in a head-to-head contest.
A Rolls-Royce spokesman said: “Rolls-Royce Motor Cars has commenced a pitch process for the global lead agency partner contract as part of a standard statutory review.”
In March, Rolls-Royce unveiled a global launch campaign for the £220,000 Rolls-Royce Wraith, kicking off with an online film and spreading to direct mail, email and interactive content.
Devised by Partners, the campaign aired at the Geneva Motor Show with a film complete with Timeslice sequence to introduce the car; a two-door fastback coupe version of the Ghost and the most powerful Rolls-Royce ever.
The film was also shown at exclusive events for Rolls-Royce owners in London, Miami and Los Angeles, and has clocked up 267,000 views on YouTube.
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Partners faces new Roller review http://t.co/a29QNSeRn7