Atomic 212 wins pitch for BMW media account worth close to $20m

Independent media agency Atomic 212 has won BMW Group’s media account, triumphing against Mediabrands’ Initiative and Group M’s Wavemaker in the closed pitch Mumbrella revealed had commenced in August. Mumbrella understands from agencies involved in the pitch that the account is worth close to $20 million.

The final three was whittled down to a final two comprised of Atomic and Initiative, who learned yesterday morning that the former business would be BMW’s new lead media agency, according to multiple sources.

Atomic 212 declined to comment, but BMW’s general manager of marketing, Tony Sesto, told Mumbrella the agency will begin working on the account from 1 January 2021. BMW declined to confirm the value of the account provided by sources close to the pitch.