BMW China extends partnership with TBWA\China with widen agency scope

Following a mandatory pitch review, BMW China has extended its partnership with TBWA\China by renaming it as lead agency.

Under the new appointment, TBWA\China’s scope of responsibilities has evolved from lead creative agency to lead agency, which sees TBWA\China working closely across BMW’s various marketing functions and agency partners to deliver an elevated brand experience.

TBWA retained BMW China in a five-way competitive pitch as the initial contract period was ending, according to the release. The new contract arrangement extends the partnership from July 2023 to June 2028 with a 3+2-year option.

BMW China will be serviced by TBWA\ Juice Beijing and TBWA\BOLT Shanghai.

Commenting on the partnership, Stephane Koeppel, VP brand and marketing, BMW China, said: “In China, we’ve been committed to remaining truly relevant to Chinese consumers, becoming a part of local culture while continuing to build on our global heritage. As we continue our journey with TBWA\ China, we look forward to delighting audiences with work that builds our brand and business. ”

Meanwhile, Joanne Lao, CEO, TBWA Greater China, said: “It’s truly an honour to continue our relationship and partner with BMW for another five years. Together we have challenged category norms to build brand love amongst Chinese consumers. We are excited to continuing to work together to heighten the brand’s success in an ever-evolving market landscape.” 

TBWA\ China has partnered with BMW since winning the creative portfolio in July 2018, a partnership that has resulted in category work for both brand initiatives and car launches. 

MARKETING-INTERACTIVE has reached out to TBWA\ for more information. 

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