The agency won the business, despite already holding the Skoda account, the company owned by rival German automotive firm Volkswagen.
BMW put its direct account into review at the start of the year following the merger of ehsrealtime and Brann to form EHS Brann. The merged shop created an immediate conflict of interest, bringing together the BMW account with both Fiat and Peugeot. Peugeot is also currently reviewing its direct marketing account.
The newly appointed Archibald Ingall Stretton has already developed its first campaign for BMW, which will support the new 5 Series Edition Sports models. The campaign will target current 5 Series drivers, as well as drivers of rival marques.
The mailing takes the form of a dummy invoice designed to highlight the millions of pounds of investment that have gone into revamping the BMW 5 Series.
The total cost of all the improvements according to the invoice is just £395, which is the monthly cost to drive the new ES model through a contract hire offer from BMW Finance.
According to Richard Downes, customer marketing manager at BMW: "Archibald Ingall Stretton has demonstrated it has a complete understanding of the market and can deliver quality creative that will appeal to our discerning audience. This first campaign is a perfect illustration of that."
Jon Ingall, managing partner at Archibald Ingall Stretton, said: "Skoda has been kept informed through this process and we are delighted that they have allowed us to also work with BMW."
Above the line, BMW's advertising is handled by WCRS while Skoda's creative account is with Fallon.
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