Zenith, a leading media agency under Publicis Groupe Middle East, retained their long-term BMW account for the thirteenth consecutive year, following a long multi-agency pitch. The agency will continue Media Planning & Buying across all media and business transformation in the region for BMW brands, including BMW, MINI and BMW Motorrad.This win extends beyond the Middle East, as Publicis Groupe’s other media agency Starcom also won the mandate in the APAC region. These wins signify the value of Publicis Groupe’s synergistic capabilities across markets and the compelling strategies that integrate media, data, technology, and consumer-centric solutions to drive sustainable business growth for clients.Commenting on the appointment Dr. Hamid Haqparwar, Managing Director, BMW Group Middle East, said, “Zenith has developed a deep knowledge of our business and audience groups, playing a crucial role in our growth through media. We have the same dedication and principles in our approach to business. Working with Zenith over the years resulted in an impactful partnership for us to build on, and I look forward to what the future holds.”Zenith functioned as BMW's marketing arm, pivoting adeptly to digital during the pandemic. Demonstrating a transformative partnership, the agency used a progressive consultative approach to sustain BMW's industry peak position. Aligned with BMW's ambitious growth goals, Zenith's data-driven ROI methodology delivered effective commercial and client servicing solutions, reaffirming Zenith as their strategic ally.“We are delighted that BMW has once again chosen us as their agency. We have built a fantastic partnership with them over the past thirteen years, helping them on a journey of digital transformation and delivering performance with purpose. We are excited to achieve new milestones together through continuously driving innovation and engagement across their whole portfolio” said Firas El Zein, CEO, Zenith, Middle East.

DUBAI, UAE: – BMW and AGMC, the official BMW Group importer for Dubai, Sharjah and the Northern Emirates, proudly announces its partnership with the Legends Football League as the exclusive VIP Player Transport Partner.Playing a pivotal role in the event, AGMC will be supplying an all-electric fleet of 10 BMW iX cars, in keeping with the event's commitment to sustainability. This further cements the brand’s role as a leader in e-mobility, having delivered a total of over 1.5 million electrified vehicles to customers to date.Incorporating several sustainability practices in its production cycle, the BMW iX reduces CO2 emissions in its supply chain by 17%, by relying on renewable green power to produce the vehicle’s battery cells, which already use up to 50% recycled nickel.The Legends League for football will be opening with a spectacular ceremony on Saturday, November 18 at Al Maktoum Stadium, the home ground of Al Nasr Club, bringing together football royalty from around the world. It promises an unforgettable display as football legends, including several World Cup and Ballon d'Or winners gather for a historic game.In line with BMW Group’s ambitious sustainability strategy, the BMW iX reduces CO2 emissions in its supply chain by 17%, relying on renewable green power to produce the vehicle’s battery cells, which already use up to 50% recycled nickel.Ayhan Olcer, CEO of AGMC, said, “We are thrilled to contribute to the vision of a sustainable and landmark football event. Supplying sustainably powered vehicles, in line with the event’s ambitions to reduce its environmental impact, we'll be shuttling the players in the BMW iX. Our partnership with the Legends League showcases our commitment to sustainability and our dedication to providing luxury transport solutions that don’t compromise on performance or the environment.”BMW is committed to establishing electromobility as one of the main pillars of sustainable individual mobility. By combining high-performance electric vehicles and world-class sporting events, the premium brand continues to lead the way in demonstrating that sustainability and luxury can go hand in hand and deliver a memorable football experience.

Meta has announced its partnership with BMW Group to investigate the integration of AR and VR technology within fast-moving vehicles. This joint research project aims to enhance the passenger experience and potentially revolutionize travel in cars, trains, planes, and beyond.The collaboration between Meta and BMW, established in 2021, envisions a future where AR and VR are seamlessly integrated into smart vehicles, providing passengers with more productive, social, and entertaining experiences on the road. By leveraging cutting-edge technology, this partnership seeks to unlock new forms of hands-free communication, entertainment, and utility, transcending the limitations of current screens and instruments found in vehicles today.One of the challenges encountered in incorporating VR technology into moving vehicles is the conflict between inertial motion sensors (IMUs) and cameras. While VR headsets, such as Meta Quest 2, employ these sensors for precise motion tracking, they struggle to display stable virtual content when the vehicle is in motion. To address this issue, Meta has worked closely with BMW to integrate real-time IMU data from a BMW car's sensor array into the tracking system of the Project Aria research glasses.This significant breakthrough enables the system to calculate the glasses' location relative to the vehicle, overcoming the conflict between camera-observed motion inside the car and IMU-measured acceleration and rotational velocity relative to the world. By transferring this tracking system to the Meta Quest Pro, virtual objects can now be accurately anchored to a moving car using a digital twin representation. This advancement has allowed the demonstration of compelling virtual and mixed reality passenger experiences within moving vehicles.Moving forward, Meta and BMW are committed to leveraging the advanced machine perception capabilities of modern cars to explore future possibilities. Access to the car's precise six degrees of freedom (6DOF) positioning system could enable the rendering of world-locked virtual content outside of the vehicle, including the identification of landmarks and other points of interest. Such capabilities are expected to be invaluable for future AR glasses and personalized AI assistants.The Meta-BMW partnership signifies a significant step towards revolutionizing the passenger experience and paving the way for new advancements in AR and VR technology. By merging innovation from both companies, the collaboration aims to unlock the full potential of immersive experiences within vehicles, setting the stage for the future of transportation.