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FCB México Wins BMW in the Largest Pitch of the Year

Press Release - Mexico City, 21 December 2020

FCB México has come out on top in the race to win BMW Group pitch and BMW Group San Luis Potosí Plant

Mexico City, December 21, 2020 – After an intense pitch process in which the top agencies in the Mexican advertising market participated, FCB México was chosen by BMW Group Mexico (BMW, MINI, BMW Motorrad) and BMW Group San Luis Potosí Plant to carry out the creative and digital strategy for the brand. FCB México is led by CEO Eric Descombes and CCO Ana Noriega. 

“For BMW Group Mexico, creativity has been a fundamental element to achieve success, and we aim to continue positioning ourselves as the most innovative brand in the luxury segment of the automotive industry,” said Hernando Carvajal, marketing director of the BMW brand for BMW Group Latin America. For this reason, we have chosen FCB Mexico as our creative agency and we are sure that with their knowledge and vision, they will serve as one of the engines that helps us stay on the right path, strengthening the Group’s presence in the marketplace.” 

Descombes commented, “It is a great honor that BMW Group Mexico and BMW Group San Luis Potosí Plant have chosen us as their agency. We are incredibly excited and honored to be part of the Group. FCB is undoubtedly one of the most creative agencies globally and maintains a high value proposition, offering a portfolio of tools that integrate innovation, strategy, Data Science, CRM, social media and highly engaged digital content, among other services.”

Noriega added, “I want to thank the entire team at BMW Group Mexico and BMW Group San Luis Potosí Plant for selecting us as their strategic communication partner. I also want to congratulate the entire FCB team involved, as we set a very ambitious goal for the first meeting, where we demonstrated that we know what it takes from a marketing standpoint for a company to excel. Our vision is focused on improving the customer journey with the brand, using data to drive decisions and ensuring they optimize their journey at each point of contact. We are sure that together we will develop ideas and campaigns that will help strengthen and move the brand forward.”


About FCB

FCB (Foote, Cone & Belding) is a global, award-winning and integrated marketing communications company with a heritage of creativity and success dating from 1873. Named Adweek’s 2020 Global Agency of the Year, Cannes Lions 2019 North American Creative Agency of the Year and a 2019 Ad Age A-List global top 10, FCB focuses on creating “Never Finished” campaign ideas that have the power to transform brands, businesses and communities. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Visit or follow @FCBglobal on Instagram and Twitter and FCB Global on Facebook and LinkedIn.


About BMW Group Latinoamérica 

The BMW Group in the Latin American region markets the three brands BMW, MINI and BMW Motorrad; in some countries, the sub-brand BMW i is also included. BMW Group Mexico started its activities at the end of 1994 and celebrated the 25th anniversary of its presence in this country in 2019. In the Latin American region, the first importer was located in Ecuador in 1958, and it has now been there for more than 50 years.

The Group has two plants in Brazil, one located in Araquari, Santa Catarina, focused on the production of cars. The other plant, located in Manaus, Amazonas, is the first plant to manufacture the brand’s two-wheeler vehicles outside of Germany. In July 2014, the investment of $1 billion was announced for the construction and operation of a production plant in San Luis Potosí, Mexico, which began operations in 2019 with the new generation of the BMW 3 Series.

The BMW Group Latin America region comprises 28 countries: Antigua, Argentina, Aruba, Bahamas, Barbados, Bolivia, Brazil, Curacao, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Haiti, Honduras, Cayman Islands, Jamaica, Mexico, Nicaragua, Panama, Paraguay, Peru, Dominican Republic, Saint Lucia, Suriname, Trinidad and Tobago, and Uruguay. Of these countries, 28 offer the BMW brand, 15 offer the MINI brand, 15 offer the BMW Motorrad brand and seven offer the BMW i sub-brand.

In addition, it has a service and after-sales organization, which offers customer service.


For more information, please contact:

Corporate Communication – BMW Group Latin America

Vladimir Mello -

Juan Bernardo Vázquez Mellado -

Zolveing Zúñiga -

Édgar Téllez -

Tania Gómora -


Corporate Communication  San Luis Potosí Plant (Mexico)

Elizabeth Arreguín -

Julián Argüelles -


Corporate Communication – Argentina

Gonzalo Rodiño -

Tania Silva -


Regional Public Relations Agency – JeffreyGroup

Adriana Olmedo -

Vanessa Angulo -

Antonio Domínguez -

Angela Del Castillo -

Federico Martínez -

Paulina Argandoña -


San Luis Potosí Plant (Mexico)  JeffreyGroup

Denys Méndez -

Arturo Tobias -


BMW Group PressClub