Leo Burnett drives off with BMW Group

AUTOMOTIVE   LEO BURNETT   APPOINTMENTS

Hong Kong - Ahead of a major push into Greater China, BMW has hired Leo Burnett as its lead creative agency for Mainland China, Macau, Taiwan and Hong Kong markets.

The premium automotive brand this week announced a US$735 million cash injection for Greater China, through its local partner Brilliance Automotive Holdings.

China represents BMW's fourth-largest market and in October reported an 81% year-on-year sales increase.

Despite the downturn, Michael Wood, CEO of Leo Burnett Greater China, said the auto industry in China has continued to thrive.

Since early 2009, China has overtaken the United States as the largest auto market in the world, with the luxury car segment leading the growth. Wood described BMW as an aspirational brand with huge potential in China.

“We envisage incredible business potential and creative possibilities for BMW,” he said.

“Given the optimistic industry outlook in China, our client is well positioned to tap the tremendous opportunities ahead."

Leo Burnett has relocated Jimmy Liang from Shanghai to Beijing for a new role as deputy managing director of Leo Burnett Beijing and the Greater China business director on the BMW account.

Liang said the agency will take over creative duties for all BMW models in China.

The agency won the business in a tender involving Draft FCB, Publicis, Bates141 Asia and Wieden and Kennedy.

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