BMW started using the iconic slogan "The Ultimate Driving Machine" in 2012 again. These words have become synonymous with the BMW brand. It was created in 1975
by Martin Puris. The art director on the original ads was Ralph Ammirati. Their agency Ammirati- Puris- AvRutnick has an interesting story behind it. Ralph and Martin were from Carl Ally, and Julian AvRutnick was from Y&R. APA as the agency was known, was created by Y&R and started in the Delmonico Hotel. Creative and account management was handled by APA and all other services were bought from Y&R. An innovation at the time.