Diana Marszalek 21 Jan 2021 // 11:00AM GMT
MIAMI — BMW Group has tapped JeffreyGroup to handle its communications in Brazil, expanding a regional partnership that started in 2019 when the agency was awarded the automaker’s business in Mexico.
JeffreyGroup’s responsibilities include supporting the three brands the German automaker sells in Brazil — BMW, Mini and motorcycle brand BMW Motorrad — through media relations, influencer relations and internal communications.
The agency, whose Brazilian operation will handle the account, won the business in a competitive pitch. Máquina Cohn & Wolfe was BMW’s most recent agency partner in the country.
Having JeffreyGroup manage communications in Latin America’s two largest markets is part of BMW’s goal of strengthening the position and visibility of all its brands across the region, the agency said in announcing the partnership.
"We are pleased to become BMW Group’s strategic communications partner in Brazil and leverage the success of our efforts in Mexico,” said JeffreyGroup CEO Brian Burlingame. "As large multinationals and global brands seek transformation across Latin America, we are confident that our proven methodologies and deep understanding of local markets will help them achieve their business and reputational objectives.”
In 2018, BMW Group Brazil was integrated into the current operations of BMW Mexico, Latin America and The Caribbean. That year, BMW Group activities in the Latin American region registered a growth of more than 20%. BMW Group Brazil grew nearly 30%, JeffreyGroup said.