BMW expands FCB Inferno's remit from UK to global

BMW has expanded the remit of FCB Inferno, asking its UK creative agency of 18 months to devise the global xDrive campaign to run and the end of the year.

FCB Inferno has worked with BMW since winning the UK account in July 2014, rolling out the xDrive campaign for the British market. Most recently, it created the 'Driver's Car' activity to celebrate the 40th anniversary of the BMW 3 Series as well as the ‘Road to Twickenham’ film to mark the start of the 6 Nations.

With the expanded remit, the creative agency will work more closely with the car marque's Munich HQ-based marketing team to launch the integrated global campaign.

The planned work is set to run across a number of key markets and feature a completely through-the-line campaign from TVC, digital, retailer, CRM and social.

BMW will lean on FCB Inferno to continue to build its refreshed marketing strategy as it looks to entice more luxury consumers. Since last year it has been involving its marketers more in communicating the new technologies in its vehicles, such as gesture control and remote control parking.

With the launch of the 7 Series came a shift in tact that saw the technology take precedence over the driving expereince itself in its advertising efforts.

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