BMW stunned Hollywood six years ago when it left the entertainment biz in its rearview mirror.But BMW now wants to make a comeback, hiring Propaganda GEM as its global entertainment marketing agency of record.
The move comes as BMW have become the favored wheels of villains, while rivals like Audi and Mercedes-Benz have used entertainment to boost their reputations in the luxury car market since BMW's absence.
Propaganda, which also reps Bang & Olufsen, Bulgari, Casio, Lamborghini, Nokia and Panasonic, aims to help BMW recapture control over the carmaker's image on screen through various projects -- including tie-ins with films and TV shows, musicvideos, videogames and new media. Deal also covers the BMW Group's other brands, Mini, Rolls-Royce and BMW motorcycles.
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