Performance Motors Limited (PML) has appointed Leo Burnett Singapore as its creative agency. This will be for a period of one year, a PML spokesperson told Marketing. It also follows the appointment of the agency for regional creative duties in July for a period of three years. Moving forward, the agency will support PML and BMW Asia in creating local campaigns around launches and special events.
The account moves from incumbent Ogilvy & Mather Singapore, which has been working with the brand since 2014. Marketing understands in the last round, the agencies shortlisted were Blk J, formul8, Leo Burnett and Ogilvy. Also invited to the chemistry round, were agencies Havas and manghamgaxiola mcgarrybowen. The pitch was first launched in March this year and managed by R3.
The move also follows the recent departure of BMW Asia’s director of marketing Sonja Piontek, who was replaced by Brenda Pek, an appointment effective on 1 October 2017. Prior to the appointment, Pek was responsible for network development for BMW Asia. BMW Asia has confirmed Piontek’s departure and Pek’s appointment.
BMW Asia currently works with MediaCom as its media agency partner. This was after a pitch which concluded late last year.
Mini Asia, a subsidiary of BMW, is currently on the lookout for a creative agency partner. This followed the resignation of incumbent, GOVT Singapore, citing “creative differences”. BMW Asia confirmed that a closed pitch for a creative agency in Singapore has just begun.