BMW PERFORMANCE MOTORS APPOINTS BACON CREATIVES AS INTEGRATED AGENCY OF RECORD IN SINGAPORE

BMW Performance Motors has named Bacon Creatives its integrated agency of record for Singapore after a competitive pitch, expanding their partnership beyond social into creative, digital, and campaign support. The three-year appointment reflects strong past collaboration and comes amid increased agency activity across Singapore’s competitive premium automotive market.

BMW Performance Motors Limited (PML) has named Bacon Creatives as its new integrated agency of record in Singapore, marking a significant expansion of an already established partnership between the automaker and the independent creative shop. The appointment follows a multi-agency competitive pitch and grants Bacon a three-year remit, with an option to extend for an additional two, underscoring Performance Motors’ confidence in the agency’s long-term strategic fit and capabilities within an increasingly competitive automotive landscape.

For Bacon Creatives, the win cements its evolution from a social-first specialist into a full-fledged integrated agency partner capable of shaping brand narrative and marketing performance across multiple touchpoints. Under the new arrangement, the agency will support PML across creative, digital, and strategic needs—including integrated campaign development, creative production, search engine marketing, and social media management—while working in tandem with secondary production partner Kuubiik on certain creative outputs. The addition of broader digital and performance marketing duties highlights BMW Performance Motors’ continued push to strengthen its customer engagement funnel and enhance both brand awareness and conversion within the Singapore market.

PML’s director of customer excellence and marketing, Ginger Foo, attributed the decision to Bacon Creatives’ consistently strong performance and understanding of the brand’s premium positioning. Foo noted that the Singapore automotive market ranks among the region’s most contested and fast-moving sectors, where differentiation increasingly hinges on meaningful storytelling and customer-centric digital experiences rather than traditional dealership marketing alone. “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,” Foo said, adding that the agency’s reliability and strategic chops made it “a valuable extension of our PML team.”

PML also expressed confidence that the agency will help it build deeper emotional resonance with BMW’s customer base while advancing the brand’s premium identity. The company’s marketing direction in recent years has leaned heavily into the lifestyle, ownership, and community dimensions of luxury driving culture—territory where Bacon Creatives has already demonstrated fluency. The agency has worked on multiple BMW Performance Motors initiatives, including PML Autofest, the dealership’s annual sales showcase, and video content series featuring BMW owners and their connection to both brand and machine. Those previous collaborations gave the agency an opportunity to sharpen its understanding of BMW’s retail narrative and the expectations of buyers in Singapore’s premium automotive segment, where experiential factors—from test-drive environments to digital configurator interactions—often shape purchase decisions as much as product specifications.

Looking forward, Bacon teased that one of its first major projects under the new remit will be the 2026 BMW hong bao campaign, timed to the Year of the Horse. With the horse already symbolically tied to speed, elegance, and performance, the campaign offers fertile creative ground for a brand centered on precision engineering and driving pleasure. PML hinted that additional work is in development, including integrated communications push-outs aligned with key tentpole sales periods and new model introductions.

For Bacon Creatives, the appointment represents both a milestone and an affirmation. Founder and managing director Ivan Yeow described Performance Motors as an organisation “close to my heart,” noting that the two teams have built mutual trust over the years through campaigns that proved both commercially and creatively successful. “Having built positive momentum with the team over the years, the Bacon team is elated to be appointed AOR for the coming years,” Yeow said, adding that the agency is eager to support PML’s ambition to “#Drivefor1 and ‘Win as one’ in the Singaporean premium automotive market.”

PML’s selection of Bacon Creatives also aligns with a broader shift in the local automotive sector, where brands are turning to specialised creative and digital partners to sharpen their positioning amid rising competition, evolving buyer behaviours, and significant product turnovers driven by electrification. Earlier in the week, Volkswagen Singapore appointed GrowthOps Asia as its lead creative, social, and SEO agency, granting the regional consultancy responsibility over Volkswagen’s always-on brand presence and upcoming model launches. The strategic focus for the brand will be on strengthening both owned and earned demand, a key consideration as mainstream and premium segments alike undergo restructuring to accommodate hybrid and electric lineups.

Meanwhile, Mercedes-Benz Singapore moved last year to engage Allison Worldwide as its strategic communications partner in a bid to enhance brand presence and storytelling in the local luxury sphere. That collaboration, which includes influencer engagement and earned media, kicked off with a platform focus on LinkedIn and is designed to unfold in phases. The combined momentum of these agency appointments signals an industry recalibrating for a future where brand differentiation relies not only on vehicle performance or product innovation, but on cohesive narratives, content fluency, and digital ecosystems that move consumers from discovery to decision seamlessly.Against this backdrop, BMW Performance Motors’ decision to consolidate more of its marketing operations with a single integrated partner reflects a desire for greater agility and coherence in brand expression. For Bacon Creatives, the task now will be translating that mandate into sustained creative output and measurable customer engagement gains over the next several years. With the premium automotive category in Singapore intensifying and electrification expanding the competitive field, the agency’s ability to connect brand, digital, and retail experiences may prove central to BMW’s future playbook in the market.