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BMW has appointed Goodby, Silverstein & Partners as its lead creative agency in the U.S., following a competitive review.

The finalists in the pitch, which was handled by Roth Ryan Hayes, included Goodby, Droga5, Wieden & Kennedy, Anomaly and Hill Holliday. Representatives from Goodby, Roth Ryan Hayes and BMW were not immediately available for comment.

The incumbent agency was MDC Partners-owned KBS. The shop over the last year had steadily lost other pieces of the brand's U.S. business. In December 2016, BMW handed web development to Omnicom's Critical Mass after a review that was also run by Roth Ryan Hayes. Critical Mass' relationship with BMW was not affected by the recent creative review. The creative review began in late October.

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