(May 1, 2012 – Boonton, NJ): BMW Motorrad USA, the motorcycle division of BMW of North America, has selected The S3 Agency as its new Agency of Record. Located in Boonton, NJ, the independent, woman-owned agency bested five other agencies for the estimated $2 million account. This is the brand’s first AOR since 2008. The S3 Agency will be responsible for creative and media services across advertising, online and social networks.

Redefining the legendary motorcycle brand’s voice and cultivating an increased sense of community for BMW riders will be among the agency’s chief priorities. Social media will be taking a more prominent place in this effort.

“We chose to return to an Agency of Record relationship to ensure a more cohesive cross-channel message – and we chose The S3 Agency because of their demonstrated ability to strategize and execute breakthrough campaigns across today’s consumer touchpoints,” said James Callahan, Marketing Communications Manager for BMW Motorrad USA.

The S3 Agency is an independently owned shop specializing in advertising, public relations and social media. Formerly the Agency of Record for Aston Martin North America (prior to the brand’s sale from Ford Motor Company), The S3 Agency client list includes Tata Beverages (Eight O’Clock Coffee, Good Earth Tea, Tetley Tea), Smashburger and Wyndham Worldwide.

“We welcome this globally renowned enthusiast brand with unbridled enthusiasm,” said Denise Blasevick, CEO of The S3 Agency. “BMW Motorrad is a cult brand that appeals to both sides of the brain – and we plan to leverage those logical and emotional attributes. “

For more information about BMW Motorrad USA, visit For more information about The S3 Agency, visit

Media Contact: Stefanie Fernandez, The S3 Agency, 973.257.5533 or