BMW retains Carat

BMW   CARAT   RAPP   MEDIA   AUTOMOTIVE

• BMW retains Carat for media
• Signs two year contract with additional one year option
• No BMW decision yet on digital pitch
  

Malaysia - BMW Group Malaysia has retained Carat as its media agency of record following a four-way pitch.

BMW has signed Carat to a two year contract with an additional one year option. In a statement the luxury car brand said the proposal presented by Carat Malaysia proved it had a "keen understanding and insights into the premium market as well as the creative media strategies needed for BMW campaigns".

"Further to this, the agency's expertise in digital and new media as well as their well organised team structure which also enables integration in the planning and execution of traditional, Out-of-Home, digital and new media also gave them a competitive edge."

BMW is also in the midst of appointing a digital agency after it put incumbent Rapp on alert with a review.

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