BMW Group Malaysia reappoints PR agency in five-year deal

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BMW Group Malaysia has reappointed VoxEureka as its public relations agency for the next five years, following a multi-agency pitch.

The renewal extends a partnership that began eight years ago, shortly after VoxEureka’s founding, making BMW Group Malaysia one of the agency’s first and longest-standing clients.

The appointment reflects BMW Group Malaysia’s continued confidence in VoxEureka’s strategic counsel and integrated communications capabilities, particularly in supporting the brand’s premium electric vehicle (EV) positioning, the pair said in a statement. The partnership has coincided with BMW Group Malaysia maintaining its position as the top premium EV provider in the market for six consecutive years.

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Over the years, the collaboration has delivered campaigns across brand-building, customer engagement and community initiatives. These include BMW Shorties, RE:GENERATE and BMW NEXTGen, alongside programmes such as MY BMW World and BMW Safety 360. The partnership also extended to purpose-led efforts, including food relief initiatives with Refuge for The Refugees during the Covid-19 pandemic in 2020 and 2021.

Looking ahead, VoxEureka will continue to provide strategic PR counsel and integrated communications support as BMW Group Malaysia enters the Neue Klasse era, focused on strengthening brand equity and thought leadership around its next generation of electric vehicles and digital innovation.

“Collaborating with VoxEureka for close to a decade now, they have proven time and again to be far more than our PR agency, but rather a trusted extension of our communications department,” said Sashi Ambihaipahan, director of corporate communications and sustainability at BMW Group Malaysia.

He added, “Their deep commitment to understanding our brand and ecosystem has been crucial in navigating industry shifts and solidifying our sustainability and premium mobility narrative. This partnership remains instrumental to our continued leadership in Malaysia.”

In tandem, Jonathan Tan, founder and managing director at VoxEureka said, "We are deeply grateful for this renewed mandate, which is a profound affirmation of the trust built over our eight-year journey – a partnership that has parallelled our agency’s own growth. It is a privilege to continue as a strategic partner, guiding the brand’s narrative with intent and focus as we journey together into the transformative Neue Klasse era. Our commitment is to ensure the Group continues to lead not just in visibility, but in meaning and innovation.”

The reappointment comes amid a broader wave of PR account movements in Malaysia. Last week, Castrol Malaysia formalised its public relations partnership with DNA Creative Communications, appointing the agency on a one-year retainer.

The move builds on a working relationship that began in 2021 and signals Castrol’s push towards longer-term brand building, with DNA Creative Communications handling strategic communications, media relations and content across its consumer and B2B segments.

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