Emily Tan
Jan 26, 2015

BMW Malaysia hands digital account to VLT Malaysia

KUALA LUMPUR - BMW Malaysia has appointed independent agency VLT as its digital and social media shop for two years following a competitive four-way pitch.

BMW's Owen (left) and VLT's Tan
BMW's Owen (left) and VLT's Tan

It is understood that incumbent agency, Leo Burnett & Arc Worldwide, was involved in the pitch. Leo Burnett, led by its activation arm, has held the account since 2010

According to BMW Group Malaysia's head of marketing, David Owen, VLT was selected because it "demonstrated the capacity and capability to deliver the level of passion that BMW needs from an agency".

Under VLT's stewardship, the goal will be to focus on "future driving behaviours", says VLT CEO Warren Tan. "A customer-centric experience coupled with collaborative digital marketing will see us interacting with customers in a highly personal way. It's all about customer fulfillment through enhanced service capability while bringing the brand and people together, whether it is online or offline." 

Rather than just build a larger fanbase, VLT and BMW aim to get targeted audiences to spend more time with the brand. 

Furthermore, in 2015, BMW Malaysia also intends to launch new models in segments they haven't been present in before, added Owen. "We  recognise the changes in market needs and shifts in consumer preferences."

 

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Direct from Cannes: Reporter's notebook from the festival
Premium
2 hours ago

Direct from Cannes: Reporter's notebook from the ...

Our editors on the Riviera are posting tidbits and takeaways from the Cannes festival.

Premium
Japan at Cannes: The work that cut through
Premium
3 hours ago

Japan at Cannes: The work that cut through

A mobile Grand Prix offsets an absence of big wins in the categories Japan is more commonly known for.

Premium
Ad Nut's Raya-ad review: Brands embrace Ramadan
Premium
3 hours ago

Ad Nut's Raya-ad review: Brands embrace Ramadan

Ad Nut joins in the festive cheer to take a look at a few Raya campaigns.

Premium
Move and win roundup: MetLife, WPP, Y&R, Turner, Centric and more
Premium
3 hours ago

Move and win roundup: MetLife, WPP, Y&R, Turner, ...

A weekly collection of notable people moves and account news.