September 30, 2005BMW Films No more
Filed Under: Branded Entertainment, Long Form Content
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Proving that all bad things come in 3's, BMW's completes the sequence by announcing that they're getting out of the content business...this after Jim McDowell moves over to Mini and Fallon is parted ways with.
I wonder if Films became somewhat of a political hot potato or even pariah within the dysfunctional ranks...if you think about it, everything/body associated with it...and ultimately including "it" itself was slowly but surely extinguished.
Even though this announcement is bigger than Films (I'm not sure of the specific timeframe, but as a program it's been dormant for a while) as it covers the broader hyped Madison + Vine, I can't but help spare a thought for a program so innovative that it has inarguably become the gold standard defining "big idea" meets "new marketing" on so many levels...in fact, I would put Films above the whole branded entertainment approach on the pecking order, which creates a sort of a perceptual vicious circle.
Bottom line....this has to send out a pretty grim message for the relative health of the branded entertainment biz, when the company that pretty much defined the whole rush, turns it back on it....
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Comments
I would think once something like "Films" went mainstream, as a brand BMW would want to start exploring the _next_ thing. It makes some sense to me that BMW would step away from "Films" at some point. The question is if this is the right time to step away, or if they have something in the wings coming that would be the next "Films." If they don't have something that replaces it with something better/newer/fresher, then losing "Films" might be a mistake.
Posted by: Charles Dostale
It would be interesting to analyse the last 4 agencies left pitching for BMW's business and see which of these think beyond the ad to ideas like branded entertainment. Oh, I just remembered that this morning I interviewed Carl Johnson who runs one of those 4 agencies (Anomaly): http://if.psfk.com/when/archives/interview_with_carl_johnson_of_anomaly.html
Posted by: Piers Fawkes
I've been looking for a site that has the madonna m5 commercial from a few years back can anyone give me a link, or is it gone for good.
Posted by: Brian Green
