Marlow: HPS Group wins £15 million dealer marketing account

Marlow-based marketing agency HPS Group has retained its contract with BMW UK. Following a five-way pitch, the group will continue to manage dealer marketing for the BMW, MINI, Motorrad and Rolls-Royce dealer networks. The initial contract is worth an estimated £15 million plus and has the option to extend to five years. 

HPS has worked with the BMW Group for nearly seven years and under the statutory review process was asked to re-pitch for the business earlier this year. Four other unnamed agencies were also invited to tender.

BMW selected HPS again on the strength of its extensive experience and proprietary extranet software, which enables the dealer networks to create bespoke marketing materials online.

BMW was looking for an agency capable of creating an industry-leading dealer marketing programme and HPS clearly demonstrated this both in its proposals and its previous work with BMW Group dealers. HPS played a pivotal role in BMW’s London 2012 partnership, particularly in driving dealer engagement. It also developed innovative programme enhancements that will help generate leads and drive prospects into the dealerships over the next three to five years.

Kirsti Horne, chief operating officer, said: “Naturally, we’re all thrilled to have been selected again. Working with such prestigious brands is what every agency dreams of. Growing the BMW business over the past seven years is a real testimonial to the work of both the HPS and BMW Group teams.”

Over the past seven years, HPS’s remit has grown to include product launches, POS programmes, social media, content, analytics, data management and optimising the networks’ prospecting and CRM programmes.

BMW is now the agency’s largest single client but HPS but continues to work with other automotive brands, including Mazda, McLaren, Nissan PlayStation® GT Academy, Silverstone and Bridgestone, as well as BMI Healthcare, Park Inn, City & Guilds and Orange Business Services.