BMW China splits creative account between Interone and W+K

BMW has divided its digital creative account in China between two agencies following a competitive pitch held this year.

The German car manufacturer has handed digital content creation to Wieden+Kennedy Shanghai, which is understood to be worth a quarter of the overall account.

Meanwhile, the BBDO-owned incumbent agency Interone Beijing will retain the remaining 75 per cent of the account, which includes website and mobile application creation and customer relations management.

The relationship between Interone and BMW’s vice president for marketing Alice Mei has spawned a number of successful campaigns over recent years, including the viral ‘Crop Circles’ series in 2011.

The campaign featured a series of videos and pictures on social networks showing a giant mysterious pattern appearing in the Gobi Desert in Western China.

Interone Beijing was also behind this supernova spectacle showing the strength of the M3 and M4s’ carbon fibre material.

BMW China confirmed the pitch’s results with the following statement: “BMW China conducted an agency pitch for digital marketing business. It is our standard business operation process to review agency contracts regularly. Both Interone and W+K are now our digital marketing agencies with different responsibilities and tasks.”


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