BMW Performance Motors picks new integrated agency

BMW Performance Motors Limited (PML) has appointed Bacon Creatives as its integrated agency of record in Singapore, following a competitive pitch.

The appointment spans three years, with an option to extend for two more, and expands Bacon’s remit from social media management to include integrated campaign support, creative production, and a suite of digital services such as SEM and social media management.

Creative production will be shared with secondary agency Kuubiik.

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PML cited Bacon’s strategic and creative excellence, deep understanding of the brand, and consistent reliability as reasons for selecting the agency. “The Singapore automotive market is highly competitive, and standing out requires equal parts creativity, agility, and strategic clarity. We have always believed in close collaboration with our partners to achieve shared goals and Bacon Creatives is one of them," said Ginger Foo, director, customer excellence and marketing at PML.

"We believe they are a right partner to help Performance Motors elevate the BMW brand and drive stronger connections with our customers. Together with their commitment to excellence, all these make them a valuable extension of our PML team," added Foo. 

Bacon has previously collaborated with BMW Performance Motors on multiple campaigns, including PML Autofest, the company’s annual sales event, and creative video content highlighting BMW owners’ connection with their cars. Looking ahead, the agency teased a 2026 BMW hong bao ('red packet') tied to the Year of the Horse, with further projects planned.

“Performance Motors is an organisation close to my heart and having built positive momentum with the team over the years, the Bacon team is elated to be appointed AOR for the coming years," said Ivan Yeow, managing director, Bacon Creatives.

"We look forward to supporting PML’s quest as we #Drivefor1 and 'Win as one' in the Singaporean premium automotive market,” added Yeow. 

The appointment follows a string of agency wins in Singapore’s automotive sector. Earlier this week, Volkswagen Singapore named GrowthOps Asia as its lead creative, social media, and SEO agency. The agency will support Volkswagen Singapore’s always-on brand presence and upcoming vehicle launches, focusing on growing both owned and earned demand in one of Asia’s most competitive automotive markets.

Meanwhile, in August last year, Mercedes-Benz Singapore appointed Allison Worldwide as its strategic communications partner to boost the brand’s presence, personality, and resonance in the local luxury market. The collaboration covers earned media, influencer engagement, and social storytelling, starting with LinkedIn as part of a phased communications strategy. 

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