Starcom Signs BMW Group in Indonesia – Retains Account in China and Singapore

“We have partnered with BMW Group in the region for eight amazing years. We are honored to be given their vote of confidence in China, Singapore, and now Indonesia.”

Image by Jonathan Petersson

Starcom, one of Publicis Groupe’s media agencies, celebrates a new win with Starcom Indonesia edging out the competition to become BMW Group’s media agency of record from 2024, joining Starcom teams in China and Singapore, which once again retain their positions as the media agency of record in their respective markets.

These wins follow a regional media review by BMW Group that began early this year. The wins underscore the value of Starcom’s synergistic capabilities across markets and our compelling strategies that integrate media, data, technology, and consumer-centric solutions to drive sustainable business growth for our clients. As the media agency of record in these markets, Starcom will take charge of strategic planning, media buying, and business transformation for all of BMW Group’s most iconic brands, including BMW and MINI.

A senior representative from BMW Group Asia said, “We are excited to continue our partnership with Starcom in Singapore. Their performance has been instrumental to our growth. They are a strong partner that supports us in delivering on our business outcomes while creating excellence in the premium automotive industry.


Broadening this partnership to include Starcom Indonesia is a strategic step and a testament to our confidence in their expertise. We anticipate their unique insights and comprehensive understanding of the Indonesian market will bring new dimensions to how we reach out to our customers and fans. Together with Starcom, we are committed to delivering exceptional customer experiences for BMW customers and are excited about achieving even greater successes across the region.”

Starcom Indonesia beat the market incumbent to become the newest addition to Publicis Groupe’s media team for BMW Group. Working seamlessly with the Singapore team, Starcom Indonesia inspired confidence during the pitch process with their understanding of the client’s brands and business. On top of that, Starcom Indonesia impressed the client with their data-driven insights on Next Gen customers and their expertise in channel strategy, which integrates physical and digital experiences throughout the purchase funnel.

Starcom Singapore has also successfully extended its partnership with BMW Group for an additional five years, continuing beyond their initial collaboration that began in 2020. This extended relationship covers media planning and buying and emphasizes creating strategic synergies with Starcom Indonesia. Over the past years, Starcom Singapore has demonstrated a keen ability to deliver measurable business outcomes, skillfully pivoting to a digital-focused approach during the pandemic and gaining a competitive edge. Their efforts were pivotal in 2020 and 2021, helping BMW achieve the highest number of new car registrations in the Premium Car category. More recently, in 2023, Starcom Singapore effectively utilized data signals to target and engage high-intent buyers, successfully converting leads into test drives and sales and optimizing the return on investment for each media dollar.

Starcom China handles all BMW Group brands in China, including BMW, MINI, Rolls-Royce, and BMW Motorrad. BMW Group’s media agency of record since 2015, Starcom China has created a bespoke business unit, One BMW, with data and technology at its core, powering integrated media strategy across all media channels, including e-commerce. Starcom China has been deeply involved in BMW Group’s consumer operation ecosystem, providing holistic solutions that drive sustainable growth for BMW Group.


“We have partnered with BMW Group in the region for eight amazing years. We are honored to be given their vote of confidence in China, Singapore, and now Indonesia. We believe that sharing a mutual goal of delivering impactful business results and delighting their customers is key to the partnership’s success. It is incredibly rewarding to have the opportunity to work with world-class brands like BMW Group, and we look forward to continuing the journey to greater successes for both organizations,” said Jane Lin-Baden, CEO of Publicis Groupe APAC.

The Staff

The Staff

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