BMW Of North America Names Cashmere Agency As Multicultural Marketing Agency Of Record In The U.S.
November 8, 2018 by BMWWoodcliff Lake, NJ – November 7, 2018… BMW of North America today named Los Angeles-based Cashmere Agency as its lead agency of record for multicultural marketing efforts in the U.S. Cashmere Agency will be charged specifically with the strategic deployment of marketing programs and messaging geared towards African-American, Asian and Latino consumers. 'BMW's U.S. customer base is as broad and diverse as the country itself,' said Kevin Williams, Multicultural Marketing Manager, BMW of North America. 'In addition to their expertise among the three largest U.S. ethnic segments, Cashmere Agency also has a unique understanding of the LGBTQ consumer segments – all of which will enable us to better serve our growing clientele.' BMW began the review process earlier this year, ultimately choosing Cashmere Agency following live presentations last week. Representatives of the agency were notified earlier today. BMW's agency roster in the U.S. also includes: Goodby, Silverstein & Partners (lead creative agency), Universal McCann (national and regional media planning and buying) and Critical Mass (digital and social media).
