In future MAB will be handling a major portion of BMW’s brand communication in the Central Eastern European markets.
Munich. The premium car manufacturer BMW will be working together in future with the advertising agency MAB to handle communication in markets in Central Eastern Europe. The Berlin MAB agency has already been working for BMW Germany since the beginning of 2007. Now the recently founded office MAB Vienna could qualify for the task in Central Eastern Europe. Focus of the cooperation will be the communications areas advertising and trade marketing. MAB Vienna will be working for BMW in the markets Bulgaria, Czech Republic, Romania, Slovakia, Slovenia, Cyprus and Malta. Central management of this network will be undertaken in close cooperation with BMW Group Central Eastern Europe, headquartered in Munich.
“The decisive factors in choosing the new agency were the quality of the creative approach, the understanding of the brand requirements and the way the work was aligned to the needs of Central Eastern European markets. It is our aim to work with a partner capable of combining the overarching corporate goals for the region with the specific factors and needs of the individual markets, using an efficient agency network to forge a coherent communications strategy. And, with regard to the communications needs of local dealerships, it is equally important for us to have a partner who can assume a clear and leading ambassadorial role within the framework of BMW’s communication”, commented Sabine Kronschnabl, General Manager BMW Marketing, Central Eastern Europe.
As of 1st January 2008, the new partner will be taking over strategic planning and creative agency tasks for BMW Group Central Eastern Europe, which coordinates the entire sales and marketing in Eastern Europe from Munich.
By taking over market responsibility via its own sales organisations BMW Group Central Eastern Europe ensures continual delivery of top-class quality in a European market that is growing together. This pertains to the availability of automobiles, the supply of spare parts and servicing. In addition, local presence means the market potential can be tapped more sustainably and more efficiently. Already this year BMW Group Central Eastern Europe will achieve sales of more than 11.500 units in the markets Bulgaria, Czech Republic, Romania, Slovakia, Slovenia, Cyprus and Malta. This represents an increase of 40% versus the previous year.
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