BMW Asia wraps up media search for SG market

BMW Asia and Performance Motors Limited has appointed Starcom as its media agency. The pitch was first called in July and covers the Singapore market only. The appointment is for a period of five years and is effective from 1 January 2020.

Incumbent MediaCom was also among the three that was shortlisted by the brand, along with Starcom and UM. In a statement to Marketing, Brenda Pek, marketing director, BMW Asia said Starcom was chosen for its sincere interest for the BMW brand. According to Pek, the brand was not just looking for a media agency, but a strong partner to support BMW in delivering on its business outcomes.

"In order to have a successful partnership, the company we work with needs to demonstrate the ability to understand our brand and where we would like to take it," she added.

Ian Loon, managing director of Starcom said to Marketing that the agency is fueled and humbled by this opportunity to work alongside the teams at BMW Asia and Performance Motors Limited, applying modern approaches to media and data to help strengthen the brand's leadership amongst customers in Singapore.

In the same month BMW put up its media review, it concluded its search for creative partners. BMW Asia appointed Tribal Worldwide Singapore and independent agency TMRW. In this new arrangement, both agencies will support BMW Asia in creative campaign development in Singapore. The incumbent on the account is Leo Burnett Singapore, which was appointed for regional duties in July 2017 for a period of three years.

According to Pek, this marks as the first time BMW Asia has concurrently appointed two creative agencies for the same remit. She added that TMRW and Tribal brought to the table “a winning mix of expertise and creative brilliance”, that made them the “the right fit” for BMW.

Most recently, BMW Asia and Performance Motors partnered with Lazada to launch its new BMW 1 Series (also known as THE 1). As part of an exclusive partnership, BMW is the first automotive brand on LazMall in Singapore. Pek said to Marketing then that LazMall was the right choice within the platform as it provided the company with the opportunity to have an exclusive and officially branded store that could be customised and developed in line with the BMW brand.