German automaker BMW Group has selected Publicis Groupe’s media agency, Starcom, as its new media agency of record in Indonesia. Simultaneously, BMW Group has extended its media agency contract with Starcom for both the China and Singapore markets. The decision follows a regional media review initiated by BMW Group in early 2023.
As the media agency of record in these markets, Starcom will be responsible for strategic planning, media buying, and business transformation for all BMW Group’s prominent brands, including BMW and MINI.
Starcom Singapore has extended its partnership with BMW Group for an additional five years, continuing beyond their initial collaboration that began in 2020. Starcom Indonesia has joined Publicis Groupe’s media team for BMW Group, winning the Indonesia market in the recent review.
Starcom China, serving as BMW Group’s media agency of record since 2015, handles all brands in China, including BMW, MINI, Rolls-Royce, and BMW Motorrad. The agency has created a bespoke business unit, One BMW, focused on data and technology, to power integrated media strategy across all channels, including e-commerce.
Jane Lin-Baden, CEO of Publicis Groupe APAC, expressed the agency’s delight in receiving BMW Group’s confidence in China, Singapore, and Indonesia. She emphasized the mutual goal of delivering impactful business results and delighting customers as key to the partnership’s success.
BMW has been actively promoting its campaigns, with recent efforts including the iX2 campaign featuring virtual creator Lil Miquela, aligning with the brand’s vision of “Freude Forever.”
