4 agencies make the cut post BMW Asia chemistry meet

BMW Asia and Performance Motors Limited (PML) have shortlisted several agencies for the next round of its search for a creative partner. This follows a recent chemistry meeting which was held last week.

In a statement to Marketing, BMW Asia confirmed that four agencies were shortlisted in the latest round, but did not to comment on which agencies were in particular.

“We have shortlisted the agency partners to proceed in the next round of the pitch. We look forward to the presentations and working with potential agencies,” the spokesperson confirmed.

Marketing understands the agencies shortlisted are Blk J, formul8, Leo Burnett and incumbent Ogilvy & Mather, which was appointed in 2014. Also invited to the chemistry round were agencies Havas and manghamgaxiola mcgarrybowen.

The pitch was first launched in March this year, with the scope of work currently focused on the Singapore market. Marketing understands that for BMW Asia, the agency will be engaged on a project basis. Meanwhile it will be contracted on a retainer basis for PML.

The appointed agency will be tasked with adapting and localising master creative assets from its global headquarters in Germany, with additional video content scope if necessary. It will also support PML and BMW Asia in creating local campaigns around launches and special events.

When contacted by Marketing previously, Sonja Piontek, director of marketing at BMW Group Asia confirmed the creative review. She said it is a normal process for BMW to undergo a creative agency pitch every few years and the company “looks forward to seeing some fresh ideas from the market.”

BMW Asia currently works with MediaCom as its media agency partner. This was after a pitch which concluded late last year.