The motor manufacturer will work with Dare on website development and online advertising projects, promoting its entire range to UK consumers during 2008 and beyond.
The appointment follows a review called last month under internal BMW guidelines that require agency arrangements to be reviewed periodically. The pitch has been overseen by the AAR.
BMW's digital account was previously held by Altogether Digital, which was established in 2006 when the Engine Group brought together Meme, Eyefall and DC Interact to create a full-service digital agency.
WCRS currently handles BMW's above-the-line account.
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