Fallon Worldwide and BMW of North America are going their ways after 10 years, AdAge reports. That erstwhile productive relationship resulted in the revolutionary BMW Films that have led to other, similar efforts. After a change in marketing leadership, BMW is putting its account into review. Fallon declined to participate in the review. "We don't believe there's a need for a review," CEO Pat Fallon said.

Fallon won acclaim for the innovative BMW Films it created in 2001, featuring A-list directors and Clive Owen as the mysterious driver for hire. They were intended to reach BMW's affluent market audience, which was watching less TV. The films set the standard for branded entertainment.