BMW Asia concludes search for creative partner

BMW Asia has appointed Tribal Worldwide Singapore and independent agency TMRW, concluding its search for creative partners. The incumbent on the account is Leo Burnett Singapore, which was appointed for regional duties in July 2017 for a period of three years.  Marketing understands that this pitch was handled by the brand’s procurement team.

In this new arrangement, both agencies will support BMW Asia and local dealer Performance Motors in creative campaign development in Singapore.

According to Brenda Pek, marketing director, BMW Group Asia, this marks as the first time BMW Asia has concurrently appointed two creative agencies for the same remit. She added that TMRW and Tribal brought to the table “a winning mix of expertise and creative brilliance”, that made them the “the right fit” for BMW. With this joint appointment, Pek said the team has access to a larger pool of talent and innovative ideas to accelerate the pace in bringing the brand to greater heights.

“As our customers are at the center of everything we do, it’s crucial for us to have strong partners supporting our campaigns and activities. We are confident that the teams’ passion and enthusiasm for BMW will be the catalyst for a successful partnership,” she added.

Shaun Quek, managing director of TMRW, said “This is, without doubt, one of the most significant appointments for the agency. The team had an instant chemistry, which makes this partnership even more exciting. BMW is a brand we have always wanted to work on and we look forward to the joy we are going to create together.”

Jeff Cheong, president of Tribal Worldwide Asia, said, “We are delighted to be entrusted as an agency for BMW Asia and Performance Motors Limited. There is a lot of synergy and aspiration to drive the innovation agenda from marketing to customer experience. We believe this is where we rev up our Total ExperienceTM offerings and bring the best to BMW.”