BMW Group Middle East has handed its media buying and planning business to ZenithMedia following a competitive pitch.
Zenith will take over media buying responsibilities as of 1 January and will work closely with BMW’s regional office and importers across 14 Middle East markets.
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.
Mohamed Fawzi, marketing manager for BMW Group Middle East, said: “One of our corporate agency partner policies is to look into the market every three years to ensure that we are working with the best possible consultants to represent our BMW Group brands: BMW and MINI. We involved our marketing and financial partners at our head office in Germany who worked closely with us throughout the pitch to ensure that we followed our professional global processes.
“It was a three-month process that involved several stages and comprehensive criteria on which each agency was judged. All agencies put great effort into understanding our business requirements and presented us with some strong media solutions. It was a difficult decision, but a holistic one that incorporated every relevant element. It is imperative for us to select a partner who not only understands both our BMW and MINI brands, but also the different tonality and brand messages we communicate to our BMW and MINI customers, and the different communication platforms we employ.”
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