BMW China names TBWA\China as its lead agency

 Beijing – Following a required pitch evaluation, BMW China has officially announced TBWA\China as its lead agency. To ensure the delivery of an improved brand experience, TBWA China, BMW’s many marketing divisions, and other agency partners must work closely together under this new role.

Joanne Lao, CEO, TBWA Greater China, said, “It’s truly an honour to continue our relationship and partner with BMW for another five years. Together we have challenged category norms to build brand love amongst Chinese consumers. We are excited to continuing to work together to heighten the brand’s success in an ever-evolving market landscape.”

As the initial contract was about to expire, TBWA won the contract renewal with BMW China. The new agreement extends the collaboration between the two businesses from July 2023 to June 2028 and includes a 3+2-year extension option in case it needs to be extended further.

Stephane Koeppel, VP brand and marketing, BMW China, commented, “In China, we’ve been committed to remaining truly relevant to Chinese consumers, becoming a part of local culture while continuing to build on our global heritage. As we continue our journey with TBWA China, we look forward to delighting audiences with work that builds our brand and business.”