BMW China Broadens TBWA China’s Scope to Lead Agency

BMW China will be serviced by TBWA\ Juice Beijing and TBWA\BOLT Shanghai.

Image by Jonathan Petersson

BMW China confirmed TBWA\China has been named the automotive brand’s lead agency following a mandatory pitch review. In the new capacity, TBWA\China’s scope of responsibilities has evolved from lead creative agency to lead agency, which will see TBWA\China working closely across BMW’s various marketing functions and agency partners to deliver an elevated brand experience, the agency announced.

“It’s truly an honour to continue our relationship and partner with BMW for another five years,” said Joanne Lao, CEO, TBWA Greater China,.

“Together we have challenged category norms to build brand love amongst Chinese consumers. We are excited to continue to work together to heighten the brand’s success in an ever-evolving market landscape.”


TBWA retained BMW China in a five-way competitive pitch as the initial contract period was ending. The new contract arrangement extends the partnership from July 2023 to June 2028 with a 3+2-year option.

MORE: BMW’s CNY Campaign Celebrates the Joy That Comes From Translation Errors

Stephane Koeppel, VP Brand and Marketing, BMW China added: “In China, we’ve been committed to remaining truly relevant to Chinese consumers, becoming a part of local culture while continuing to build on our global heritage. As we continue our journey with TBWA\ China, we look forward to delighting audiences with work that builds our brand and business.”

TBWA\ China has partnered with BMW since winning the creative portfolio in July 2018, a partnership that has resulted in groundbreaking category work for both brand initiatives and car launches. The work has been recognised and awarded both locally and globally, including the Greater China EFFIES, Cannes Lions and One Show.


BMW China will be serviced by TBWA\ Juice Beijing and TBWA\BOLT Shanghai.


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