Matthew Miller
Jul 22, 2015

Starcom China wins BMW account

CHINA - Concluding a three-way pitch that took a solid year, BMW China has handed Starcom China its mainland media account.

Starcom China wins BMW account

BMW and Starcom have confirmed the pitch result to Campaign Asia-Pacific. The remit includes media planning and buying, as well as digital duties, for both BMW and the Mini brand. Starcom will run the account out of its Beijing office beginning in September.

The pitch also involved OMD and the incumbent, Carat, in the late stages, and the final decision came down to Starcom and Carat, according to sources close to the proceedings. 

“We are extremely honoured to have been appointed by BMW China in one of the largest automotive markets in the world”, said Bertilla Teo, CEO, Starcom MediaVest Group, North Asia.

She cited Starcom's enthusiasm, commitment, experience planning, proprietary consumer insights and solid understanding of the auto industry as reasons for the win. "BMW is one of the world’s most innovative brands, and we’re looking forward in helping them maintaining their pole position in the Chinese market," she added.

The automaker plans to spend US$480 million per year over the next three years on media, according to some sources. However, another source places the value of the account at a relatively smaller, but still impressive, US$140 million.

Campaign Asia-Pacific reached out to Carat and OMD to confirm their involvement in the pitch. A Carat spokesperson said the company would have no comment. 

The win marks the second big victory in recent weeks for Starcom, which won Etihad Airways Partners airlines two weeks ago—one of an unprecedented number of major media reviews currently underway.

 

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Astonishing Mercedes-Benz videos inspire Malaysians
Premium
6 hours ago

Astonishing Mercedes-Benz videos inspire Malaysians

See the incredible Mercedes-Benz CNY videos that have the country abuzz.

Premium
Formula safety still a prime concern of Chinese mums
Premium
7 hours ago

Formula safety still a prime concern of Chinese mums

A Mintel study also highlights online versus offline preferences for buying particular products and the habits of more adventurous younger mums.

Premium
The race to build AI tools
Premium
7 hours ago

The race to build AI tools

Tech vendors are working overtime to offer easier access to the power of artificial intelligence, but are their offerings marketer-ready?

Premium
Need for speed: Video creative must catch up with consumers
Premium
7 hours ago

Need for speed: Video creative must catch up with ...

If the consumer is driving at 200mph and the trailing media tech industry is trying to keep up at 150mph, at what speed do we think the creative industry is evolving? IAB Singapore’s Phil Townend highlights the challenges.