BMW Asia is calling for a creative pitch together with local dealer Performance Motors. The incumbent on the account is Leo Burnett Singapore, which was appointed for regional duties in July 2017 for a period of three years. BMW Asia and Leo Burnett Singapore have declined to comment on Marketing‘s queries.
Since 2017, Leo Burnett Singapore has been 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 the brand in creating local campaigns around launches and special events. 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.
Before Leo Burnett Singapore, Ogilvy & Mather was the integrated agency for record from 2014 to 2017, covering BMW Asia’s advertising and digital communication needs. MediaCom was appointed as the media agency in 2017.
The pitch comes shortly after BMW dealers Performance Motors Limited and Performance Munich Autos appointed LEWIS Singapore as its social media agency in April. LEWIS is tasked to create, manage and optimise all aspects of social marketing including commerce, automation and social CRM.