BMW Group Archives - MARKETECH APAC

Australia – MINI Australia, an automotive brand operating under the BMW Group, has introduced Australian singer Meg Mac as brand ambassador alongside the launch of the new MINI Cooper.

As ‘Friend of MINI,’ Meg Mac will highlight her connection to the brand through sharing her experiences with MINI Cooper in social and digital content. It will show the value of the automotive in her own lifestyle.

The ‘Next Generation’ MINI Cooper features leather-free, chrome-free, and recycled materials. It reflects the brand’s sustainability effort as it has reduced its carbon dioxide emissions by up to 85%. It is also available in both electric and petrol.

Additionally, drivers can set their preferences by customising sounds, lights, and visuals or using the MINI Intelligent Personal Assistant. Its design showcases the blend of the brand’s traditional values and technology.

Meg Mac is the second ‘Friend of MINI’ following interior design expert Neale Whitaker, who is focusing on the promotion of the MINI Countryman.

“Ever since I was a kid I haven’t been able to go for a drive without pointing out every MINI I see on the road, I’ve always been charmed by their classic design. To be joining this iconic brand and in the driver’s seat feels perfect,” Meg Mac said.

Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Meg Mac’s artistic integrity and deep-rooted values align perfectly with the MINI Cooper’s strong legacy. We are excited to call Meg a ‘Friend of MINI’ and bring the MINI’s Next Generation range to life through her experiences.”

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.”

Melbourne, Australia – Automotive brand group BMW Group has reinstated Clemenger BBDO and its group of agencies to handle their creative accounts across its BMW and MINI brands in Australia and New Zealand.

Through the reinstatement of the account, Clemenger BBDO and BMW Group Australia will partner to support the growth of the BMW and MINI brands in Australia and New Zealand moving forward.

Clemenger BBDO previously won the account from BMW Group in 2018.

Jim Gall, group CEO at Clemenger BBDO, said, “We’ve enjoyed a fantastic relationship with the BMW Group Australia team since we first partnered with them four years ago, and couldn’t be happier to be extending that relationship and continuing the great work we have been doing.”

Some of the team’s collaborations included the safety campaign for MINI in New Zealand, conceptualised by Colenso BBDO, a New Zealand-based agency under the Clemenger BBDO Group.

Singapore – Interpublic Group (IPG) has announced that its bespoke solution, Team Dynamic, has been named the regional production and operations partner for luxury vehicle company BMW Group.

Team Dynamic integrates production and operations resources on a responsive, data-driven technology platform. It incorporates both onshore and offshore production solutions, delivering quality outputs in a streamlined, efficient way.

The new partnership consolidates remit across 11 markets with IPG, following Team Dynamic’s appointment as a production partner in Japan and India in early 2021. The new markets include Australia, New Zealand, Indonesia, Malaysia, Singapore, South Korea, and Thailand, as well as the Middle East, and South Africa.

Through the new partnership, Team Dynamic will be handling content production for both BMW and MINI’s media requirements, including digital and offline production, website management and maintenance, marketing campaign services, and after-sales and financial services marketing support.

Mish Fletcher, IPG’s chief growth officer for APAC, commented that they are thrilled to extend their partnership with the BMW Group in the Asia Pacific, Middle East and South Africa through their proven Team Dynamic production model.

“Our connected technology solution allows for real-time optimization, consistency, and flexibility while ensuring unbeatable content production quality at speed and scale,” said Fletcher.