The car company appointed Matthew Freud’s agency after a head-to-head battle with Bell Pottinger. The brief is thought to be worth a sizable six-figure sum.
The brief is to maximise BMW’s top-tier sponsorship of the 2012 Games, which is thought to be worth £30-50m.
BMW corporate comms manager Michelle Roberts confirmed the appointment but declined to provide any further information.
The agency will be expected to cover off this brief with a multi-disciplinary approach from across the agency.
PRWeek revealed the brief was up for grabs in April.
The contract will run until the end of the Olympics.
Last year the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) selected Freuds as its lead official PR agency to promote the Games.