BMW names Hill Holliday Creative AOR for motorcycle industry

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BMW assigned its creative US Motorrad account to Hill Holliday.

The IPG store will compete for the social and digital position of the automotive brand as its creative AOR for the motorcycle industry in America.

The account is said to be worth around $ 1 million in agency fees, according to people with knowledge of the matter.

MC Saatchi was the incumbent.

Roth consulting firm Ryan Hayes led the pitch, which began in August.

Other agencies vying for the company include Colle McVoy, The Via Agency and Pereira O’Dell, who currently runs BMW’s Mini business.

This follows a turbulent start to the year for Hill Holliday, who reportedly cut 2% of its staff in Boston and New York City following the loss of the AOR from Planet Fitness. The business landed in Barkley.

BMW, a motorcycle market leader in most parts of the world except the United States, seeks to overtake the American Harley Davidson icon.

Total sales of motorcycles in the United States fell 3% in 2018, according to McD. Harley Davidson reportedly suffered a unit loss of more than 10 percent last year.

Figures of Statistical suggest that some 472,000 bikes were purchased across America in 2017, up from around one million in 2007.

The most popular motorcycle states in the United States are Florida, Ohio, Pennsylvania, and New York.

Globally, BMW Motorrad sold more motorcycles and maxi scooters in 2018 than ever before, moving a total of 165,566 vehicles.

The large European markets and the United States have largely contributed to its success. France moved 16,615 units, Italy sold 14,110 units, Spain ticked 11,124 units and the United States sold 13,842 units.

Earlier this month, BMW unveiled its Motorrad Heritage Collection 2020 which features new clothing such as leather jackets and boots.

Hill Holliday and Roth spokesperson Ryan Hayes referred the comment to BMW. MC Saatchi and BMW have yet to respond to a request for comment.


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