The company called for a pitch after three years with Carat, and as it prepares for a change in marketing strategy. A source at the company said the car maker is moving to employ "guerilla marketing tactics", mapping out consumer behaviour from the time he wakes up - "we want to know where does he go, what does he do, where his contact points are" - and reaching him wherever he goes.
Here, IM's demonstrated understanding of the global brand, domestic consumer, its solid relationship with the media, and experienced staff, will come in useful, the source said.
The ultimate objective is to reinforce BMW's "sporty and dynamic" image and further build awareness of the brand in Thailand, said the source.
"People buy premium products because they love the brand, so this is very important for us". The agency will also place campaigns aimed at building up BMW's flagship Series 7, while reinforcing its existing Series' 3 and 5.
BMW has in the past concentrated on print, with TV as a supporting medium, but may now venture into more innovative territory. U5 Opportunity Knocks handles creative.