BMW Netherlands has initiated a pitch with around 8 agencies on the longlist. JWT Amsterdam, BMW’s current agency, has been servicing BMW already for 29 years; the longest advertiser-agency relationship in the Dutch industry. The official reason for pitching is the German car manufacturer’s policy to switch agencies every four years. So why had JWT – starting out as PPGH – always been spared? Probably because BMW Netherland’s local power and the agency’s success. According to Peter Haug, head of marketing BMW Netherlands, it is the changing behavior of the consumer that was the primary motive for this pitch – “We need to do something with that damn internet” is what we are reading between the lines. JWT will most likely end up on the shortlist, Haug confirmed. And since JWT ECD Bas Korsten recently swepped the creative flour and hired Dom Nash en Esin Cittone (both ex EuroRSCG4D and Achtung!), with a strong track record in digital, there’s still hope for JWT to celebrate its 30th BMW anniversary.