Director of marketing Sonja Piontek to leave BMW Asia

Sonja Piontek (pictured left), director of marketing at BMW Asia, is leaving the company and will be replaced by Brenda Pek (pictured right) as of 1 October 2017. Pek was most recently responsible for network development for BMW Asia. BMW Asia has confirmed Piontek’s departure and Pek’s appointment.

During her time as director of marketing, Piontek reported to managing director Paul de Courtois and was responsible for brand strategy, marketing communications, events, product management and pricing for BMW Asia. In her role, she helped establish brand partnerships with companies and organisations such as Leica Camera, Prince Harry’s Sentebale Foundation and the Singapore Polo Club.

Piontek also introduced the BMW brand into Myanmar within two years, as well as recruited seven new team members, placing focus on the strengths, attitude and diversity of the team. As director of marketing, she also set up a holistic BMW Driving Experience program for the region.

Meanwhile, Pek spent eight years with Rolls-Royce, with her last role being head of marketing APAC in 2015. She also helmed the roles of general manager, South and East Asia Pacific, as well as regional marketing and events manager, Asia Pacific. Before moving on to Rolls-Royce, Pek worked as the marketing director of HELLA, a manufacturing company, for a year. She was also previously with Siemens, Deutsche Telekom and BASF Southeast Asia.

BMW Asia recently appointed Leo Burnett Singapore as its creative partner for the regional market. The appointment is for a length of three years. 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.

The coveted pitch saw the involvement of both local and global agencies such as Blk J, formul8, Leo Burnett, Ogilvy & Mather, Havas and manghamgaxiola mcgarrybowen. The pitch was first launched in March this year.

Earlier this year, BMW Asia named Paul de Courtois as its managing director. Prior to his new appointment, de Courtois served as the director general of BMW Group Poland for the last four years. He has been working with the BMW Group since 1997 and started his career at BMW Group France in the sales department.

Janice Tan
Marketing Magazine Singapore
A Millennial who enjoys binge-watching TV shows on Netflix, Janice Tan loves engaging in conversations about history, culture, politics and sports. She also delights in learning new languages, reading and travelling. Easily tickled, she is always on the lookout for witty campaigns, especially those that leverage on pop culture trends.

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