BMW signs media agency in ID, renews contracts in SG and China

German automaker BMW group has appointed Publicis Groupe’s media agency, Starcom, as its new media agency of record in Indonesia. It has also renewed its media agency contract with Starcom in both its China and Singapore markets in tandem. These wins follow a regional media review by BMW Group that began early in 2023.

As the media agency of record in these markets, Starcom will take charge of strategic planning, media buying and business transformation for all of BMW Group’s most iconic brands, including BMW and MINI.

Starcom Singapore has also successfully extended its partnership with BMW Group for an additional five years, continuing beyond their initial collaboration that began in 2020. This extended relationship covers media planning and buying and emphasises creating strategic synergies with Starcom Indonesia.

Don't miss: BMW makes it real with virtual creator Lil Miquela in latest campaign

Working with the Singapore team, Starcom Indonesia inspired confidence during the pitch process with their understanding of the client’s brands and business. On top of that, Starcom Indonesia impressed the client with its insights on next gen customers and their expertise in channel strategy, it added.

“We are excited to continue our partnership with Starcom in Singapore. Their performance has been instrumental to our growth. They are a strong partner that supports us in delivering on our business outcomes while creating excellence in the premium automotive industry," said a senior representative from BMW Group Asia.

"Broadening this partnership to include Starcom Indonesia is a strategic step and a testament to our confidence in their expertise. We anticipate their unique insights and comprehensive understanding of the Indonesian market will bring new dimensions to how we reach out to our customers and fans,” they continued. 

Starcom Indonesia beat the market incumbent to become the newest addition to Publicis Groupe’s media team for BMW Group, it said in a statement.

Starcom China, on the other hand, handles all BMW Group brands in China, including BMW, MINI, Rolls-Royce, and BMW Motorrad. As BMW Group’s media agency of record since 2015, Starcom China has created a bespoke business unit, One BMW, with data and technology at its core, powering integrated media strategy across all media channels, including e-commerce. Starcom China has also been deeply involved in BMW Group’s consumer operation ecosystem, providing holistic solutions that drive sustainable growth for BMW Group.

“We have partnered with BMW Group in the region for eight amazing years. We are honoured to be given their vote of confidence in China, Singapore and now Indonesia," said Jane Lin-Baden, CEO of Publicis Groupe APAC.

"We believe that sharing a mutual goal of delivering impactful business results and delighting their customers is key to the partnership's success. It is incredibly rewarding to have the opportunity to work with world-class brands such as BMW Group, and we look forward to continuing the journey to greater successes for both organisations,” she added. 

BMW has been making waves with its campaigns in recent months. In October last year, BMW unveiled its iX2 campaign featuring virtual creator Lil Miquela, to create an immersive experience for its target audience. 

Also known as ‘Make it Real’, the campaign idea aligns with the brand vision of “Freude Forever”. Done in collaboration with creative agency Media.Monks and director Stefanie Soho from BWGTBLD, the campaign featured a short film utlising an existential tone, which sees Lil Miquela breaking into the real world with the new BMW iX2 and gradually falling in love with human existence. The films and stills will be shown online as part of a wider digital and social media campaign.

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