Jenny Chan 陳詠欣
Dec 17, 2014

Serviceplan ends Leo Burnett's five-year grip on BMW China

BEIJING - Serviceplan China has won BMW's traditional creative business in an elaborate six-month pitch process, which signifies an end to Leo Burnett's five-year relationship with the challenging account.

The BMW X1 luxury compact crossover

The Munich-based independent communications agency will officially take on BMW China's account for all above-the-line advertising, below-the-line events and CRM work from 1 January 2015. But the win excludes digital duties.

Managed by Roth Observatory, the competitive pitch started in June 2014 with YR Beijing and Lowe Beijing making it to the final round.

Reportedly, the new lead-agency contract is for three years and worth up to US$5.62 million...

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