NEW YORK -- Dan Creed had a busy first few months in his post as vice president of marketing at BMW North America: He assumed responsibility for marketing as well as product planning and strategy in the U.S. last October, shortly after the accidental death of his predecessor, Jack Pitney.
At the time, the automaker had just parted with Omnicom Group's GSD&M, a split initiated by the agency. And one of Creed's first decisions was to have the company return to the Super Bowl after a 10-year hiatus, so anticipation for that was high.
As the former vice president of aftersales at the company explained to Advertising Age, an affiliate of Automotive News, this week, he's enthusiastic about BMW's product lineup and its plans for moving forward. Last month the company launched a comprehensive review for U.S. creative work, which Creed said he hopes to have completed toward the end of the summer. As post-recession consumers -- not unlike pre-recession consumers -- seek luxury cars that deliver not only on performance but on a "visceral emotion," he said, BMW is well-positioned with a "two-year product offensive" that now includes a new 7 series, a new 5 series and a new X3.
Responsible for marketing as well as product planning and strategy in the U.S., the native of Canada brings several years of experience within BMW, beginning in 1996 as sales and marketing training manager for BMW Canada.
At the show, he explained what BMW is looking for in a creative agency for its estimated $160 million account; why the Super Bowl this year delivered for the brand; why it's promoting its manufacturing operations in Spartanburg, S.C.; and what his first car was (hint: It wasn't the Ultimate Driving Machine. And it's not what he drives now).