KUALA LUMPUR: BMW Group Malaysia has reappointed Carat Malaysia to handle its media buying following a four-way pitch.

Besides Carat, which was the incumbent media agency, other agencies involved were Universal-McCann, Zenith and Maxus.

The pitch was held in accordance with BMW's organisational policy to conduct reviews and re-pitches once every two years. Carat will be handling the media buying for all BMW initiatives in a two-year contract, with an additional one-year option.

The media agency won the pitch by merit of its insights into the premium market, creative media strategies as well as its expertise in digital and new media, said BMW Malaysia in a statement issued on Jan 18.

According to the statement, BMW also credited Carat’s team structure, which allowed for integration of planning and execution of traditional, out-of-home (OOH), digital and new media.