It is understood that incumbent agency, Leo Burnett & Arc Worldwide, was involved in the pitch. Leo Burnett, led by its activation arm, has held the account since 2010.
According to BMW Group Malaysia's head of marketing, David Owen, VLT was selected because it "demonstrated the capacity and capability to deliver the level of passion that BMW needs from an agency".
Under VLT's stewardship, the goal will be to focus on "future driving behaviours", says VLT CEO Warren Tan. "A customer-centric experience coupled with collaborative digital marketing will see us interacting with customers in a highly personal way. It's all about customer fulfillment through enhanced service capability while bringing the brand and people together, whether it is online or offline."
Rather than just build a larger fanbase, VLT and BMW aim to get targeted audiences to spend more time with the brand.
Furthermore, in 2015, BMW Malaysia also intends to launch new models in segments they haven't been present in before, added Owen. "We recognise the changes in market needs and shifts in consumer preferences."
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