In the wake of a compulsory pitch assessment, luxury car brand BMW China has confirmed TBWA\China as its leading agency. This strategic move marks the beginning of an advanced brand experience aimed at resonating more deeply with the consumer base.
Joanne Lao, CEO of TBWA Greater China, expressed her enthusiasm about the renewed partnership, which is set to span another half a decade. “The honour of extending our partnership with BMW for an additional five years is indeed overwhelming. Together, we have successfully defied traditional norms to establish a strong affection for the brand among the Chinese audience. We eagerly anticipate fortifying the brand’s triumph in a constantly progressing market landscape,” said Lao.
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This confirmation comes as the initial contract was nearing its expiration. TBWA successfully secured the renewal with BMW China, ensuring the continued collaboration between the two companies from July 2023 through June 2028. Additionally, the agreement also presents a flexible 3+2-year extension option, providing room for further extension if necessary.
Stephane Koeppel, the Vice President of brand and marketing at BMW China, reflected on their commitment to the Chinese market. “In China, our aim has always been to stay genuinely pertinent to the local consumers while integrating into the local culture, all while upholding our global legacy. With the continuation of our journey alongside TBWA China, we anticipate creating work that not only enhances our brand but also fortifies our business,” Koeppel added.
The fresh appointment puts TBWA\China at the helm of BMW’s multiple marketing divisions, also requiring a cohesive collaboration with other agency partners. This consortium is geared towards implementing innovative strategies that elevate the BMW brand experience, thereby ensuring its heightened success in the dynamic Chinese market.
The unfolding collaboration between BMW China and TBWA\China will undeniably redefine the automotive brand’s success in the ever-evolving Chinese market landscape, shaping a unique narrative in the journey of BMW’s illustrious legacy.
This news update is based on reports from MarketechAPAC.
