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BMW consolidates account at Richmond Day

BMW Group Canada has retained Richmond Day of Toronto as its advertising agency of record. The assignment includes creative, strategy, social media, digital work and consumer relations for the brands BMW, Mini, BMW Motorrad and BMW Group Financial Services. The contract is for a term of five years. Richmond Day won the account in an agency review following a decision by BMW to consolidate its Canadian marketing activities with a single firm. Richmond Day first worked for BMW Group Canada in 2009, developing creative for the 50th anniversary of the Mini brand. In 2019 the agency became the agency of record for Mini. It took over creative for the BMW brand in 2022.

“We are excited to both extend and evolve our relationship with Richmond Day,” said Jonathan Thomson, director of BMW brand management. “Unifying creative, digital, social and CRM with a single partner was a core objective through this process. We are thrilled that our partners at Richmond Day were able to demonstrate multidisciplinary expertise and are looking forward to realizing the power and efficiency of this new approach across all our brands and business units.”

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