Leo Burnett wins BMW regional account for Asia

BMW Asia has officially named Leo Burnett as its creative agency for the Asian market following a competitive pitch.

The Publicis Communications-owned agency will largely be responsible for adapting and localising creative work from the company’s German headquarters.

Independent agencies Blk J and Formul8 were also shortlisted for the final round alongside the incumbent Ogilvy & Mather. The Singaporean creative account with PML is still to be announced.

A spokeswoman for BMW said: “I am happy to confirm that BMW Asia has appointed Leo Burnett as its creative Agency of Record. The team’s vast experience, industry insights and positive attitude is exactly what we were looking for. We also witnessed strong chemistry between BMW Asia and the team and Leo Burnett and this was essential in the decision making process.”

BMW recently appointed Wieden+Kennedy to handle creative duties in China, alongside Interone. Meanwhile, BMW-owned brand Mini recently put its Singaporean creative business out to pitch after GOVT resigned the account. 


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