Arc & Leo Burnett wins BMW's digital, CRM in Malaysia

The contract, effective in April, is valid for 21 months and includes an additional one-year option. It will be led by Arc.

According to an agency spokeswoman, three other agencies pitched for the account, including its incumbent, Rapp.

“The partnership means many things for our agency,” said Tan Kien Eng, CEO of Leo Burnett & Arc Worldwide Malaysia and Singapore. “Not only does it underscore Arc’s stronghold in CRM and digital marketing solutions, but it has also proven the strength of the team who put the proposal together - it’s the result of our deep insight into the local market, and an intrinsic understanding of what this client needs.”

The appointment comes one month after BMW Group Malaysia appointed Carat to its media account estimated to be worth US$7 million in the country.

Earlier this week, news emerged of BMW’s media pitch in China. The review is believed to involve at least two agencies including BMW’s media incumbent, Carat China, and an OMG agency.