Development follows multi-agency review that lasted six months.
BMW Group has reassigned Zenith MENA its media planning and buying duties following a multi-agency review. The agency has held the account since 2010. The review spanned over six months, according to an agency statement.
Besides handling paid, owned and earned media, Zenith’s mandate covers consultancy in areas such as audience understanding and segmentation, content and social performance tracking.
“Zenith showcased their ability to leverage technology and data to connect the new age luxury customer with the brand and create meaningful experiences,” said Michael Keller, head of marketing at BMW Group Middle East.
He added, “The agency’s strategic approach is aligned to support our leadership position in the premium segment and our growth plans in the region for the upcoming years.”
Firas El Zein, CEO, Zenith MENA, said, “We are thrilled to extend our partnership and would like to thank BMW for their renewed confidence in Zenith. Our proposition of delivering ‘Live ROI’ through integrating Zenith’s brand engagement and performance companies, Newcast and Performics, has been a unique edge in the market.”