BMW Group Asia names slate of agencies as it closes regional creative pitch

BMW Group Asia has decided to work with its incumbent agencies TMRW and KINETIC to conclude its regional pitch. TMRW and KINETIC will handle creative duties for BMW Singapore and MINI Singapore respectively, effective April 1, 2022. The two agencies will be responsible for marketing lead management and retail marketing for the brands, a spokesperson confirmed. BMWAsia. INTERACTIVE-MARKETING.

At the same time, IPG Studios has been appointed to drive creative production for both brands, in Singapore, Malaysia, Indonesia, Australia, New Zealand, Korea, Thailand, South Africa and the Middle East. East. “Each agency was chosen based on team chemistry, in-depth knowledge of the respective brands and alignment with our vision to engage customers in the future,” the BMW spokesperson said. GroupAsia.

The nominations follow the Group’s call for a regional creative pitch in July last year, where the nominated agencies would cover select markets in Asia-Pacific, the Middle East and South Africa. BMW Asia spokesperson confirmed INTERACTIVE-MARKETING when it was a closed court. Observatory International managed the pitch process.

Tribal Worldwide and TMRW were previously nominated in 2019, winning the account from Leo Burnett. Under the new agreement, the two agencies supported BMW Group Asia and local dealership Performance Motors in developing creative campaigns in Singapore. It was the first time the group had simultaneously appointed two creative agencies for the same mandate. Brenda Pek, then chief marketing officer and current sales director, previously said Tribal and TMRW brought to the table “a winning mix of expertise and creative brilliance,” which made her the “right fit” for BMW. .

Last June, Pek took on the new role of Sales Director while Daren Ching was appointed Marketing Director for BMW Asia in August. He joined BMW Group Indonesia where he was Head of Marketing based in Jakarta. Pek has worked for BMW Group Asia since 2007. She joined the BMW team in 2016 as Network Development Manager at Rolls-Royce Motor Cars. At Rolls-Royce, she last served as head of marketing, Asia-Pacific, according to her LinkedIn.

Meanwhile, Ching started his career at BMW Malaysia in 2005 as a product manager. Five years later, he joined BMW Asia in Singapore and held the position of regional product manager for three years, then regional sales manager for six years. He then moved to Jakarta. BMW Group Asia comprises 14 markets, including; Singapore, Indonesia, Vietnam, Philippines, Sri Lanka, Brunei, Bangladesh, Guam, New Caledonia, Nepal, Tahiti, Cambodia, Laos and Myanmar.

The year 2021 also saw Lars Nielsen being appointed Managing Director of BMW Group Asia in September. Nielsen is based in Singapore and was previously director of sales and marketing at BMW Group Middle East in Dubai for almost two and a half years. He also held the same position at BMW Group Thailand from 2015 to 2019. Nielsen joined BMW Group in 2008 as Sales Manager for BMW Group Denmark in Copenhagen.

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