BMW Group appoints Carat in Malaysia

The appointment follows a four-way review for the estimated US$7 million account previously split between several different agencies.

The appointment is for two years with an additional one-year option.

In a statement, the group said: “The proposal presented by Carat Malaysia proved that they have a keen understanding and insight into the premium market as well as the creative media strategies needed for our campaigns.”

“Further to this, the agency’s expertise in digital and new media as well as their well organised team structure, which also enables integration in the planning and execution of traditional, out-of-home, digital and new media, gave them a competitive edge,” the statement read.

BMW Malaysia covers the wholesale of BMW cars, spare parts and accessories, as well as the overall planning of sales, marketing, after-sales, and other related activities. Its dealership network covers 14 outlets in various cities across Malaysia.

In August last year, BMW Group Asia awarded its Southeast Asia creative account to Publicis.