BMW Asia appoints Y&R as creative agency

This decision comes after a routine contractual review, which led to the shortlisting of both Y&R and BMW’s existing agency, Publicis Worldwide.

“Both global agencies faired extremely well throughout the pitch process, and we were very impressed by the creative concepts that each agency came up with,” said Lito German (pictured), marketing director of BMW Asia. “We decided in favour of Y&R because their capabilities were deemed more suited to the changing needs of both BMW and Performance Motors Ltd.”

He said Publicis Worldwide had helped BMW extend its premium segment leader position in several key markets, and achieve overall market leadership in Singapore over the past three years.

Formerly known as Young & Rubicam, the global marketing and communications company is known for its successful campaigns with other renowned brands such as Conrad International Hotel, Dell Computers, GAP and LG, just to name a few.

Consultancy R3 handled the pitch.