I first started working on BMW in 2009.
Since then, I went from being the Senior
Copywriter on BMW to the Associate
Creative Director, to the Creative Director,
leading a team of Interaction Architects,
Copywriters and Designers and helping to
craft the account strategy.
On the first 3 Series campaign, in 2009, our concept was that the user would navigate the site
like the driver’s course at the event.
The next year, came the 5 Series comparison drive. 5 series has a much
different and more affluent audience. We opted for a more elegant tone and a
more straight-to-the-point message. We also needed to leverage BMW’s new
After that, the comparison drive campaign sites became reskins of their predecessors.
Copy and tone became the most important factors in differentiating audiences for the
For the xDrive we played of the idea of the X Factor using X as a metronome in our copy
to tie the story together throughout the experience.
Full circle: in 2012, we promoted the all-new 3 Series.
and build of
My BMW, an
portal that is
being spearheaded in
Leading an account as high profile as BMW – a client since 2001 – has
been a great opportunity. While they spend the majority of their marketing
dollars on mass, I was able to demonstrate the value of their social
presence with smaller, targeted campaigns and also oversaw their largest
digital spend for 2012, the My BMW portal.