The agency landed the account following a protracted 16-month review process that culminated in a head-to-head battle with UM London.
Vizeum, the incumbent on the main buying business, has also added the digital planning and buying account that was previously handled by ZenithOptimedia Group.
The agency has also been handed the planning business for BMW’s Mini brand, previously looked after in-house. It previously held just BMW Mini’s buying business.
The car-maker launched a review in February last year and presentations were held four months ago. Starcom MediaVest, which has BMW in the US, was also involved in the review before it was narrowed down to a two-way contest.
Vizeum has held BMW's media buying since September 2005 and, in April 2009, it won BMW's media planning without a formal pitch when the car manufacturer moved it out of PHD.
In addition to the UK, BMW is also currently reviewing its media in local markets France and Germany.
The UK media review followed a review of its creative arrangements last year in which the manufacturer retained Engine-owned WCRS to its advertising account and appointed Partners Andrews Aldridge, also part of Engine, to its direct marketing business. WCRS has held the ad account for 30 years.
Vizeum declined to comment.
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