WOODCLIFF LAKE, NEW JERSEY - BMW recently completed a
diversity agency search and selected Chicago-based African American agency Washington
Daniel Advertising. The agency begins this partnership with the assignment to create
advertising intended to reach a diverse audience. Washington Daniel Advertising was chosen
for their dynamic attitude, one that matches well with dynamic BMW automobiles, and all
around ability to understand the core BMW brand values.
and Bill Daniel established the agency 13 years ago, and each come to the table with
decades of advertising/public relations experience, having produced significant work for
IBM and Allstate Insurance. Current clients of Washington Daniel Advertising include
Anheuser-Busch and Hardees. According to Jim McDowell, Vice President of Marketing for BMW
of North America, BMW stresses diversity across all parts of its business, including
advertising. After having met with Mr. Washington and Mr. Daniel, he felt they would make
ideal partners because they "exhibit great passion and enthusiasm for our product and
have a keen understanding of our BMW brand values. We are counting on them to extend our
brand to a more diverse audience."
by explaining that the overall message BMW traditionally challenges its advertising
partners to express "is the pure exhilaration that comes from driving a BMW, while
also highlighting the benchmark setting safety and value inherent to the BMW brand."