IN AN APPARENT reversal of its long-term integrated marketing strategy, the BMW-owned car-maker is to put its direct marketing account, thought to be worth between £5m-£7m annually, up for grabs. The news will not put a smile on the face of incumbent Ammirati Puris Lintas which has handled Rover’s £100m through-the-line business for the past five years - although it will participate in the pitch. Says Paul Snudden, head of integration at APL: ‘The way I perceive it is that Rover wants to make sure it is getting best value. Reviews are important and very constructive’, he effused between gritted teeth. Also on the pitch list are Evans Hunt Scott Eurocom (which handles BMW’s dm business) and Craik Jones Watson Mitchell Voelkel, recent winner of Rover’s international strategic dm account and responsible also for Land Rover’s award-bedecked dm work.