Ogilvy PR received the account after the marque’s first open pitch, which was initiated as part of an annual review (Media, 4 April). At least five multinational agencies, including Fleishman-Hillard, were invited to pitch.
The primary scope of the account is product and marketing-related communications in Singapore, while corporate communications will continue to remain largely in-house.
“Ogilvy’s first task is the July launch of the new BMW X5,” said Michael Lim, regional communications manager, BMW Asia.
Ogilvy’s communication strategies may also be applied in other importer markets that fall under BMW Asia’s scope, including Vietnam and Cambodia.
