BMW Group MY refuels creative and digital vision with Publicis Groupe

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BMW Group Malaysia has appointed Publicis Groupe Malaysia to handle strategic planning, creative advertising, and digital for BMW passenger cars, Motorrad and MINI business units, effective April 2022. The appointment follows a pitch held during the third to fourth quarters of 2021.

The agency will be tasked with enhancing the consumer journey, elevating consumer brand experiences, crafting a sustainability narrative, and building brand relevance for each brand and its audiences. Publicis Groupe Malaysia is the incumbent agency for MINI Malaysia.

As the automotive industry transitions to electric mobility, Publicis Groupe was selected for its compelling strategy and holistic ideas on how to lead, promote, and educate electric vehicle adopters for the BMW and MINI brands. The agency is currently setting up bespoke hybrid teams to manage the brands separately with domain experts and related automotive experience.

Neil Hudspeth, CEO of Publicis Groupe Malaysia, said that the agency could not be happier and prouder to welcome BMW and Motorrad to the Groupe, as well as continue its relationship with MINI. “It is incredibly rewarding to see world class work being recognised by world class and storied brands, and we look forward to achieving great things together over the next five years, especially as together we can help shape the automotive narrative in Malaysia,” he added.

Publicis Groupe also told A+M that it plans to accelerate the “electric” agenda, and enhance its strategic and creative excellence by fully integrating and leveraging data end to end in the customer journey.

Last month, BMW Group Asia concluded its regional pitch with the appointment of incumbent agencies TMRW, and KINETIC. TMRW and KINETIC will handle creative duties for BMW Singapore and MINI Singapore respectively, effective 1 April 2022. Both agencies will be responsible for the brands' marketing lead management and retail marketing, a BMW Asia spokesperson confirmed to A+M then.

At the same time, IPG Studios' Team Dynamic was appointed to drive creative production for both brands, across Singapore, Malaysia, Indonesia, Australia, New Zealand, Korea, Thailand, South Africa and the Middle East. The win consolidates remit across 11 markets with IPG, following Team Dynamic’s appointment as production partner in Japan and India in early 2021. New markets include Australia, New Zealand, Indonesia, Malaysia, Singapore, South Korea, Thailand, the Middle East and South Africa.

Separately, last month also saw Invictus Blue's chief digital officer, Abhishek Bhattacharjee, join Publicis Groupe Malaysia as managing partner, media. Bhattacharjee reports to Hudspeth in his new role. Hudspeth told A+M then that Bhattacharjee's focus will be two-fold. Firstly, developing and driving growth for the Groupe's media business, especially in digital and performance marketing where its Growth Loop approach to winning in a platform world is already delivering success to the Groupe's clients. Secondly, talent growth. Hudspeth said Bhattacharjee has a terrific track record of talent development, acquisition and retention, and developing the best talent in Malaysia within the agency's family network is crucial for culture and growth.