BMW China has appointed Starcom MediaVest China as its media agency for both the BMW and Mini brands following a pitch that involved OMD and Carat.
Sources close to the pitch confirmed to Marketing that Starcom has taken over the account from Carat, BMW China’s media partner for the past decade. The result was released earlier this week.
It is understood that the account is worth around US$450 million per year.
The account will be managed by Starcom’s Beijing office which has commenced recruiting for the newly acquired business.
Bertilla Teo, CEO of Starcom MediaVest Group North Asia, said it the agency’s planning, consumer insights and a solid understanding of the auto industry was behind the result.
“We are extremely honoured to have been appointed by BMW China in one of the largest automotive markets in the world”, she said.
“Our enthusiasm and commitment, coupled with the quality of our experience planning, proprietary consumer insights, as well as demonstrating a solid understanding of the auto industry, were pivotal reasons behind this significant win. BMW is one of the world’s most innovative brands, and we’re looking forward in helping them maintaining their pole position in the Chinese market.”