- Nov 24, 2009
REPORT: BMW using money saved from F1 pullout for more product placement
You wouldn't know it if you weren't a serious film buff or marketing exec, but Propaganda GEM is responsible for a big share of the products you see placed in films. The entertainment marketing agency represents such brands as Audi, Lamborghini, Nokia, Panasonic, Bang & Olufsen and Casio, to name just a few. And it has a new client: the BMW Group.
Following such films as I, Robot and Iron Man, Propaganda has helped Audi significantly increase its profile in Hollywood. But the agency will be terminating its 13-year relationship with Audi (and, we'd expect, Lambo along with them) in order to take on BMW (together with Mini, Rolls-Royce and BMW motorcycles), spearheading a new marketing initiative for the Bavarian automaker.
Having temporarily stolen the James Bond spotlight from Aston Martin and Lotus in the mid-Nineties and launched The Hire film short series in 2001, BMW is no stranger to product placement, but the tie-in with Propaganda promises to take things to the next level. Apparently Munich's marketing budget has increased recently, thanks in large part to the termination of the company's Formula One program this year. BMW's sponsorship of the 2012 Olympic Games in London will only be the tip of the proverbial iceberg, as we can expect to see its products and those of its subsidiaries in more movies, television shows, music videos and video games in the near future. Thanks for the tip, Adam!