WOODCLIFF LAKE, NEW JERSEY - BMW recently completed a diversity agency search and selected Chicago-based African American agency Washington Daniel Advertising. The agency begins this partnership with the assignment to create advertising intended to reach a diverse audience. Washington Daniel Advertising was chosen for their dynamic attitude, one that matches well with dynamic BMW automobiles, and all around ability to understand the core BMW brand values.  

Bernie Washington and Bill Daniel established the agency 13 years ago, and each come to the table with decades of advertising/public relations experience, having produced significant work for IBM and Allstate Insurance. Current clients of Washington Daniel Advertising include Anheuser-Busch and Hardees. According to Jim McDowell, Vice President of Marketing for BMW of North America, BMW stresses diversity across all parts of its business, including advertising. After having met with Mr. Washington and Mr. Daniel, he felt they would make ideal partners because they "exhibit great passion and enthusiasm for our product and have a keen understanding of our BMW brand values. We are counting on them to extend our brand to a more diverse audience."

McDowell continued by explaining that the overall message BMW traditionally challenges its advertising partners to express "is the pure exhilaration that comes from driving a BMW, while also highlighting the benchmark setting safety and value inherent to the BMW brand."  

(June 27, 2000)