Dubai-based agency PlanNet Middle East has retained the creative account for BMW Group Middle East.
The agency will hold the account for another three years following a pitch process that started in September of last year. The pitch was in line with BMW’s corporate policy of regular agency reviews to ensure the best service possible.
The pitch process was overseen by Mohamed Fawzi, regional marketing manager of BMW Group Middle East, and involved a pitch committee of eight people, including regional BMW importers, their marketing representatives, and BMW’s central marketing department from Munich, as well as a consultancy from Hamburg called The Observatory.
The shortlisted agencies were FP7 Dubai, Saatchi & Saatchi, Grey Dubai and incumbent PlanNet Middle East. All were given three test assignments to complete as part of the process: a product launch and tactical campaign for BMW, and an assignment for MINI, which is also part of the BMW Group.
Fawzi said that BMW Group Middle East decided to stay with PlanNet because of its existing working relationship. “PlanNet were more familiar with our client network, with our marketing managers around the region and with the brand itself,” he said.
Just over a year ago BMW handed its regional media buying and planning business to Zenithmedia following a competitive pitch. The German car manufacturer had previously worked with Interone Resonance, which re-pitched for the business, but decided to go with Zenithmedia after a review of its regional media requirements. The pitch also included Magna and Media Insight (which has since merged with Mediacom).