The agency was appointed after a competitive pitch, to advise on the strategy and activation of its London 2012 Tier One partnership, which was announced in November 2009.
As the official automotive partner of London 2012, BMW will supply over 4,000 vehicles to transport the ‘Games family’, including athletes, technical officials, the media and international sports federations.
BMW is also a London 2012 sustainability partner, and will be providing a low emissions fleet to help enable the London 2012 Organising Committee (LOCOG) to deliver its objectives of a ‘low carbon’ and ‘healthy living’ games.
Richard Hudson, Marketing Director for BMW UK, says: “BMW is delighted to have Synergy on board. As a leader in their field they are well placed to help us activate our sponsorship to its full potential.”
BMW is the seventh top tier sponsor to have signed up; others include British Airways, British Telecom and Lloyds TSB. Tier two sponsors include Adecco, Cadbury, Cisco, Deloitte and UPS.
The marque is currently reviewing its UK advertising, digital and direct marketing agency requirements and will begin a media planning and buying review shortly afterwards.