BMW MOTORRAD USA NAMES THE CONCEPT FARM “CREAM OF THE CROP” New York Firm Picked as Agency of Record Woodcliff Lake, NJ – BMW Motorrad USA has selected The Concept Farm, LLC, a leading multiplatform marketing communications agency in New York City, as its advertising agency of record. The announcement culminates a two-month process that included an evaluation of more than 46 agencies of varying sizes within the United States and Europe. BMW Motorrad marketing managers opted for an agency within the New York City area to minimize travel and to facilitate a close working relationship. “Friend of the Farm”, Media Kitchen, will assume responsibility for media planning. “We were particularly impressed with The Concept Farm’s creative capabilities beyond traditional print and television media,” commented Laurence Kuykendall, Community and Communications Manager, BMW Motorrad USA. “Their creative team demonstrated a proven ability to utilize guerrilla, community and interactive marketing strategies.” The Concept Farm’s creative team also met another BMW Motorrad requirement that key personnel working on the account be bona fide experienced motorcycle riders and owners. “BMW Motorrad has a strong desire to execute a fully integrated, content driven marketing strategy that will ultimately carry this premium brand into the future. It’s a perfect match for the design and structure of our company. The fact that we love their motorcycles and love to ride is a huge bonus,” said Griffin Stenger, Director, The Concept Farm. Barry Lowenthal, President of The Media Kitchen, said, “We have some really passionate motorcycle riders at our firm so when The Concept Farm approached us to pitch with them, we both knew we had to win this business. BMW Motorrad makes the best bikes in the world, so it’s a real privilege to be working with them.” The Concept Farm, an independent creative agency, production company and entertainment development group, has 35 full-time employees. The agency recently announced winning Windstream Communications, formerly part of Alltel, in an open review. The Concept Farm’s cable television show Cool In Your Code earned two Emmy® awards earlier this year and its book, Change the Way You See Everything, which debuted April 1, has already reached #14 on Barnes & Noble’s best-seller list. Major clients include The Bank of New York, Cablevision, Deloitte Consulting, ESPN, and bestselling author James Patterson.