At least six agencies shortlisted for BMW Asia creative pitch

BMW Asia and Performance Motors Limited (PML) has shortlisted a several agencies for the next round of its search for a creative partner.

Marketing understands the chemistry meeting is set to be happening today and some of the shortlisted agencies include manghamgaxiola mcgarrybowen, Havas, Blk J, formul8 and incumbent Ogilvy & Mather, which was appointed in 2014. Another agency also tipped to be involved is Leo Burnett.

The scope of work is currently focused on the Singapore market. 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.

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.

For BMW Asia, transcreation and creation work will apply to key markets such as Indonesia, Vietnam and Philippines. Meanwhile, secondary markets include Bangladesh, Laos, Sri Lanka, Myanmar, Cambodia, Brunei, Tahiti and New Caledonia.

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 customers are well connected, international, and better informed than ever before. In order to address these changing behaviours in such a diverse region, we need to rethink how we engage our customers,” she added. The pitch was launched in mid March this year, which saw the brand looking for an agency for a period of two years.

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

Marketing has reached out to BMW for a statement.