Staff Writer
Jan 25, 2013

BMW retains Leo Burnett as lead creative agency

BEIJING - BMW has retained Leo Burnett as its lead creative agency for the mainland China, Macau, Taiwan and Hong Kong markets.

LB's Olympic-related work for BMW
LB's Olympic-related work for BMW

Castro Tian, director of client services at Leo Burnett, will lead the business out of Beijing. The agency's last public work for the brand was for the London Olympics last year, when four TVCs were made to showcase Chinese athletes (Liu Xiang, Xu Li Jia, Lei Sheng & Zhang Yu) and the aspirations of a young boy wanting to be a basketball hero.

According to L2's 'Digital IQ Index', BMW is ranked behind fellow prestige brands Volvo and Audi when it comes to digital brand competence.

As the nation's luxury auto market contracts, BMW is said to be repositioning to capture new consumer groups with a new China-only car and more fuel-efficient vehicles. In total, the German automaker is aiming to sell 1 million cars in China over the next three years.

Campaign China

Related Articles

Just Published

7 hours ago

Fred & Farid and the palette of AI possibilities

INSPIRATION STATION: Taking AI-generated art beyond the amateur hour, Fred & Farid redefines creative artistry for milestone anniversary celebrations.

7 hours ago

Asia-Pacific Power List 2023: Jan-Paul Jeffrey, Spotify

From localising campaigns to surprising fans with egg-cellent moments, Jeffrey’s marketing symphony in Southeast Asia is hitting all the right notes.

7 hours ago

A marketoonist’s hard truths about the industry

From shiny new distractions to fallacious funnels, cartoonist Tom Fishburne points out the obvious ridiculousness in our industry that most are blind to.

13 hours ago

'Legitimate anxiety': Anti-LGBTQ activists flex ...

Bud Light. Target. Kohl’s. Even Chick-fil-A. Brands know they could be the next to be targeted for celebrating Pride.