Y&R drives off with BMW Asia account

BMW Asia has appointed Y&R as its new creative agency with effect from 2 January 2013.

This decision comes after a routine contractual review which ultimately led to the short-listing of both Y&R and BMW's existing agency, Publicis Worldwide for the final round.

Y&R will handle adaptation of global creative works for Singapore and the region.  It will also be handling more Singapore-specific work for Performance Motors, official dealer of BMW cars and motorcycles in Singapore.

BMW also shortlisted Ren Parnership and Ninety Nine Percent for the account earlier. Marketing consultant R3 handled the pitch which was called in September this year.

The pitch initially involved six agencies.

"Both global agencies faired extremely well throughout the pitch process, and we were very impressed by the creative concepts that each agency came up with," Lito German, marketing director of BMW Asia, said.

"It was a very tough choice, but in the end, we decided in favour of Y&R because their capabilities were deemed more suited to the changing needs of both BMW and Performance Motors Ltd," German (pictured) added.

He added that BMW Asia would like to thank Publicis Worldwide for the "fantastic work it did for the brand over the past three years which have led to many award-winning campaigns".

Mindshare is BMW's media agency in the market.