BMW revs up performance marketing across Europe with iProspect

Move follows a competitive pitch result as the car giant consolidated marketing across its offline media business in EMEA.

iProspect, a dentsu company, has secured the BMW and MINI offline media account across Europe, following a competitive pitch.

The win sees iProspect named as its offline media agency of record for the region, as BMW and MINI consolidate their offline media strategy, planning and buying into one agency network.

The enhanced scope of the account will mean the agency now handles offline media for 24 markets in EMEA, including UK, Spain, Italy, France, Sweden, Poland, and Germany. Working with BMW Group in nine markets, the agency teams across Europe understand what it will take to accelerate the brand’s growth.

A performance-driven brand building strategy As it scales up the offering and takes on 15 new territories, iProspect will continue to demonstrate the value of performance-driven brand building through offline media channels for BMW and MINI.

Building on its long-term partnership with BMW Group, iProspect will work in collaboration with The Marcom Engine as the online media agency partner, which is already working with BMW Group in Europe.

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.