BMW appoints iProspect as its offline media agency across Europe
By Ibidunni Banjoko
BMW Group has appointed Dentsu’s media agency iProspect as its agency for “offline” media for its BMW and MINI brands across Europe. The account will consolidate BMW and MINI offline media strategy, planning and buying.
iProspect previously serviced nine markets including France, Italy, Spain, Netherlands, Switzerland, Sweden, Denmark, Norway and Finland.
Building on its long-term partnership with BMW Group, the new scope of the account means that the agency will handle offline media for 24 markets in EMEA, including UK, Spain, Italy, France, Sweden, Bulgaria, Slovenia, Romania, Poland, and Germany.
Commenting on the appointment, Thomas Le Thierry, EMEA CEO, Media, dentsu international said: “I am proud of the long-term partnership we have held with BMW Group in many European markets over the past decade and thrilled to expand this relationship into new ones. Passions for its brands and commitment to creating measurable business value through media is an essential part of this assignment. We look forward to bringing more progressive thinking, in-depth consumer insights and a highly collaborative service model to help BMW and MINI push their business forward.”
The Marcom Engine handles online media for BMW Group in Europe.
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