Leo Burnett scoops BMW Singapore creative account from Ogilvy

Leo Burnett Singapore has been awarded the creative account for BMW in Singapore a month after winning the Asian regional account.

The Publicis Communications agency will handle creative and tactical work for Performance Motors, the Singaporean distributor of BMW with whom the account is contracted.

The contract will run for one year from September with the option of renewal after 12 months, PML confirmed.

The appointment marks the end of PML and BMWs’ three-year relationship with Ogilvy & Mather, which won the account from Y&R in 2014.

DDB’s Blk J and Formul8 were also shortlisted in the final round for the BMW account alongside Ogilvy.

Managed by consultancy R3, the pitch was first launched in March this year. Following the appointment of Leo Burnett to the Asian account, further procurement talks took place between PML and the R3 until the decision was made to hand Leo Burnett the local account.

BMW Asia recently said farewell to it director of marketing Sonja Piontek. She is to be replaced by BMW Asia’s network development head Brenda Pek in October.

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

Meanwhile, Ogilvy has struggled to maintain a number of accounts across Asia in recent months. Ogilvy recently lost its position as agency-of-record for Singtel to BBH, which resulted in a number of job losses. The agency also lost the creative account for Audi in China – coincidentally to Leo Burnett as well. 


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