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Serviceplan China has won BMW’s tradition creative business, ending Leo Burnett’s five-year relationship

By Jenny Chan, Dec 17th 2014

The Munich-based independent communications agency will officially take on BMW China’s account for all above-the-line advertising, below-the-line events and CRM from 1 January 2015.  But the win excludes digital duties.

Managed by The Observatory International, the competitive pitch started in June 2014 with Y&R Beijing and Lowe Beijing making it to the final round.

Reported, the new lead-agency contract is for three years and worth up to US$5.62 million annually.  The scope covers the entire BMW model portfolio in China.

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