Carat Media has retained the BMW India media account following
a multi-agency pitch that saw participation of agencies like
Zenith Optimedia, Maxus and BPN.
elaborate pitch process had four phases which included credentials,
strategy and value evaluations.
India marketing director Christian Saffer said, "India
is a very important country in BMW's global portfolio and
we needed to ensure that we were getting the best that the
market could offer in terms of media planning and buying.
In line with this, we invited agencies to present their point
of view on our business. After the pitch we found Carat to
be the most suitable and capable of handling our business.
Carat came up with solutions focused on our business needs
and went beyond traditional media planning. We have worked
with Carat for a number of years now and are delighted with
the way they came in with a re-energized perspective on BMW's
media approach in India."
India MD Kartik Iyer added, "We are totally committed
to BMW India and are delighted that they gave us an opportunity
to re-look at the way their media was being implemented. Our
solutions focused on the brand challenges. We delivered a
solution package that would enable BMW India to continue on
its path of unchallenged leadership in the country. We do
hope to work with BMW India for many more years and look forward
to presenting a truly integrated solution and a team more
than capable of delivering to the challenges in the future."