BMW Canada has picked Richmond Day as its agency of record for all brands in Canada after an RFP review process initiated in early 2023.

The mandate includes BMW, MINI and BMW Motorrad, as well as Certified Pre-Owned and BMW Group Financial Services.

The Toronto agency will lead all creative, social, digital and CRM activities during the five-year contract period, commencing in 2024. During the contract period, Richmond Day will work alongside Omnicom, BMW Group Canada’s newly appointed media partner.

“Unifying creative, digital, social and CRM with a single partner was a core objective through this process,” says Jonathan Thomson, director, BMW brand management. “We are thrilled that our partners at Richmond Day were able to demonstrate multidisciplinary expertise.”

Richmond Day began working with BMW Group Canada in 2009 by leading creative development for MINI’s 50th anniversary campaign in Canada. Over the years, the agency spearheaded MINI Canada’s digital marketing initiatives.

In 2019, Richmond Day secured a five-year AOR contract with MINI Canada and BMW Group Aftersales. Subsequently, the agency began supporting the BMW brand with their digital and social media marketing activities, along with monthly sales campaigns.

In 2020, along with Angle Media Group, Richmond Day developed a branded series letting car enthusiasts tune into BMW Live’s official website, Instagram or Facebook. It was part of an effort to bring the dealership home and create more digital touchpoints and enhance the customer experience.

In 2022, Richmond Day expanded its creative responsibilities to include the BMW brand in Canada, playing a pivotal role in steering campaign strategy and creative for various BMW model launches, such as the BMW i7, XM, and i5.