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.


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