Advertising Age reported BMW completed its colored competition, committing to Cashmere Agency for collecting the crumbs formerly consigned to The Community. The Cashmere Agency will cover Black, Latino, Asian and LGBT audiences. Given Blacks, Latinos and Asians combine to comprise roughly 36% of the U.S. population, shouldn’t Cashmere Agency receive a proportional amount of the overall marketing budget? Cue the cricket chirping.
BMW taps new multicultural agency
Published on November 07, 2018
BMW said today it has tapped Cashmere, Los Angeles, as its multicultural U.S. agency lead after a competitive review. The automaker said the shop will handle programs aimed at African-American, Asian and Latino audiences.
“BMW’s U.S. customer base is as broad and diverse as the country itself,” said Kevin Williams, multicultural marketing manager of BMW of North America in a statement. “In addition to their expertise among the three largest U.S. ethnic segments, Cashmere Agency also has a unique understanding of the LGBTQ consumer segments — all of which will enable us to better serve our growing clientele.”
The incumbent was The Community, which said it declined to participate in the review.
Among BMW’s other agencies are Goodby, Silverstein & Partners (lead creative agency); Universal McCann (national and regional media planning and buying); and Critical Mass (digital and social media).