BMW shifts digital and CRM to LB & Arc

• BMW hands digital and CRM account to LB & Arc
• Contract starts in April
• BMW recently settled PR and Media reviews
  

Malaysia - BMW Group Malaysia has handed its digital and CRM business to Leo Burnett and Arc Worldwide following a pitch.  

Rapp was the incumbent on the account.

"The proposal presented by Leo Burnett and Arc Worldwide proved that they have a keen understanding and insights into the premium market. They understand strategic digital communications as well as the effective CRM approach that is needed to communicate BMW's core philosophy of joy," Raymond Tan, head of marketing for BMW Group Malaysia, said.

The contract is for 21 months with an additional one year option. It begins in April 2010.

Tan Kien Eng, CEO Malaysia and Singapore for Leo Burnett and Arc Worldwide, said the partnership means many things for his agency.

"Not only does it underscore Arc's stronghold in CRM and digital marketing solutions, but it has also proven the strength of the team who have put the proposal together - it's the result of our deep insight on local market, and an intrinsic understanding of what this client needed and was looking for," he said.

The development marks a string of agency roster appointments the BMW Group has been making in Malaysia. The brand recently parked its PR account with Text 100 and just last month retained Carat.

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