BMW Asia drives off with Leo Burnett Singapore as regional creative partner

BMW Asia has appointed Leo Burnett Singapore as its creative partner for the regional market. The appointment is for a length of three years. Both BMW Asia and Leo Burnett Singapore confirmed the move to Marketing.

“I am happy to confirm that BMW Asia has appointed Leo Burnett as its creative agency of record. The team’s vast experience, industry insights and positive attitude is exactly what we were looking for.  We also witnessed strong chemistry between BMW Asia and the team and Leo Burnett and this was essential in the decision making process,” Sonja Piontek, director of marketing, BMW Asia, said in a statement to Marketing.

The agency is 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.

“We are over the moon with this win. This means so much to us at Leo Burnett Singapore, and we look forward to an exciting three years ahead with BMW Asia,” Serene Koh, general manager, Leo Burnett Singapore, said in a statement.

Marketing understands in the last round, the agencies shortlisted were 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.

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